Max opens at 2nd Avenue, Anna Nagar & Express Avenue Mall, Chennai

~ Glamorous models showcase trendy Autumn ’10 collection ~

Chennai, July 28, 2010:

Max, the largest ‘value fashion’ brand in Middle East Asia, is all set to redefine the fashion quotient of Chennai with the launch of its 2nd & 3rd stores in the city. The new Max stores promise to provide customers a one stop shop for the latest fashion at pocket friendly prices, predominantly priced between Rs. 199 to Rs. 599. These stores will offer best of apparels, footwear and accessories for the complete family – Men, Women and Children in a truly delightful shopping environment. The new stores are located at Express Avenue Mall, Whites Road, Royapettah and 2nd Avenue, Anna Nagar, Near Ayyappan Temple. The value fashion chain is currently also present in Chennai at Luz Corner, Mylapore.

The stores at Express Avenue Mall and Anna Nagar encompass 20,000 & 17,000 sq. ft. area respectively. The store at 2nd Avenue Anna Nagar is spread across four floors whereas the store at Express Avenue Mall is located on the 2nd floor. The Max store is designed to provide an international look and feel & caters to the young aspiring adults who are fashion conscious and exposed to latest international fashion trends.

Max opens at 2nd Avenue

Launched in early 2004 in Middle East Asia, Max offers merchandise designed as per the latest international fashion trends. It promises its Indian customers the same depth of quality and style that it offers in Middle East Asia and aims to lead in its pioneering concept of ‘value retailing’ in India. Working with an in-house team of designers and merchandising managers, who have several years of experience in the retail fashion industry, Max sources its products from India and overseas.

On the occasion of the launch of its new stores, Max organized a fashion show at Express Avenue mall where leading models showcased its Autumn ’10 collection. The latest collection is inspired by various themes like plaid British look to the rustic folk feel. An influential military theme is also evident in certain styles. The collection also offers a dazzling and exquisite variety of clothing options in the hottest colours of the season such as pine green, red, purple, orchid and a dash of mustard.

Tavisha, an ethnic collection for Women, consisting of a range of evening wear designed in contemporary silhouettes with fabrics like cotton, cotton silk, brocades, and Chanderi makes its debut with this store. The fashion show was choreographed & stylized by well-known choreographer Karun Raman and stylist Yeshwanthi Prithvi.

Commenting on this occasion, Mr. Vasanth Kumar, Executive Director, Max said, “Max is the largest value fashion retailer in the country. We are the pioneers of value fashion retail in the country and aim to take our offering to customers across the nation including all metros and key Tier II and Tier III cities. We have 32 stores at present across India and plan to grow to 60 stores by 2011-12”.

Mr. C.S. Shekar, Chief Operating Officer, Max further added, “We enjoy a special relationship with the city and wish to make the brand even more accessible to our loyal customers in Chennai. The store offers international quality products at exceptional value in a truly delightful shopping environment. To celebrate our 2nd and 3rd store in Chennai, the latest Autumn 2010 collection has been unveiled by glamorous models to showcase the latest and trendiest fashion which is in vogue this season.”

On display is the latest Autumn 2010 collection for men, women, kids & the newly launched Tavisha ethnic collection.