Retailer Introduces Redesigned Format, Enhanced Trial Rooms, And Integrated Tech Tools At Phoenix Marketcity
Max Fashion has opened its new flagship store at Phoenix Marketcity, Bengaluru, unveiling a redesigned retail format and refreshed brand identity. The new store was inaugurated by actor Kalki Koechlin.
The store features an updated layout, improved trial rooms, strategic lighting, and digital tools such as Endless Aisle kiosks for accessing online inventory, along with digital point-of-sale systems enabling itemised billing.
It also showcases contemporary collections with modern cuts, relaxed fits, and refreshed colour palettes.
The launch coincides with the company’s most extensive brand refresh to date, including a new logo, visual language, and unified design system spanning store architecture, packaging, and digital platforms.
“Today’s customers want more — relevance, ease, and inspiration. Our new identity is about celebrating individuality while delivering the same value promise that Max is known for”, said Sumit Chandna, CEO, Max Fashion India
Max Fashion, part of the UAE-based Landmark Group, is among India’s value-fashion retailers. Established in India in 2006, the brand offers globally inspired yet affordable apparel across women’s, men’s, and children’s categories, including casual, formal, athleisure, and occasion wear.
The company operates more than 500 stores across 140 cities, covering metros as well as Tier 1 and Tier 2 markets. Its omnichannel presence is supported through an e-commerce platform and mobile application. The Bengaluru flagship, located in a high-footfall premium mall, serves as a testing ground for digital integration initiatives.
Under Chandna’s leadership since 1 October 2025, Max Fashion is focusing on scalable store formats, deeper technology integration, and expansion across South and West India.
The Bengaluru launch marks a strategic milestone as the brand modernises its retail presence while maintaining its position in the value-fashion segment, combining international-inspired fashion with accessible pricing.
