Max Fashion, a prominent value fashion brand under the Landmark Group, has inaugurated its largest flagship store to date at City Center Doha. Covering over 38,000 square feet, the new store marks a significant expansion for the brand in Qatar and integrates advanced digital technologies to enhance the shopping experience.

The store’s official opening took place in the presence of Rashid Bin Ali Al Mansoori, Chief Executive Officer of Aamal Company. Also attending were Hani Weiss, Chief Executive Officer of Max Fashion MENA & SEA, and Shumalan Naicker, Senior Vice President and Country Head of Landmark Group, Qatar, alongside invited guests. The event featured a ribbon-cutting ceremony followed by a guided tour of the newly designed space.

Designed to streamline shopping, the flagship features open layouts and modern interiors with dedicated sections for women’s, men’s, and children’s apparel. The store incorporates technology throughout the customer journey, including RFID-enabled systems that facilitate product tracking and help customers locate items within the store. Additionally, self-checkout counters provide added convenience at purchase points, while Smart Fitting Rooms offer an interactive trial experience.

Max Fashion is also introducing an AI-driven Virtual Try-On feature in Qatar, developed in collaboration with Google Cloud and powered by generative artificial intelligence. This online tool enables customers to visualize selected garments on diverse body types before making a purchase decision, bridging the gap between physical and digital retail.

The flagship store connects seamlessly with Max Fashion’s online platform, offering services such as Click & Collect and same-day delivery, allowing customers to order products online and either pick them up in-store or opt for home delivery.

Hani Weiss emphasized the store as a reflection of the brand’s sustained growth in Qatar since its market entry in 2007. “We are bringing together a larger and more inspiring store environment with technology that makes shopping simpler and more convenient, from Smart Fitting Rooms, RFID and self-checkout in-store to Virtual Try-On online,” he stated.

Shumalan Naicker highlighted that the move to a larger format signals Landmark Group’s confidence in Qatar’s retail market. He noted that Landmark Group stores in the country attract more than six million annual visits, with families representing over 60% of customers. The group also counts over 500,000 Shukran loyalty members engaging with its stores yearly.

Qatar remains a key growth market for Max Fashion, which plans to continue investing in both physical stores and digital services. The flagship location supports the brand’s wider sustainability initiatives, including an increased focus on eco-friendly fabrics, sustainable packaging, and community engagement efforts.