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Boby Kurian

Bangalore , March 4

THE Dubai-based Landmark Group is expected to unveil a new value fashion apparel retailing venture in India under the brand Max. The first store is scheduled to open in mid-2006 and will offer clothing options to men, women and kids, besides footwear and other accessories.

"This is a new value fashion retailer which will have an identity of its own in malls or high streets, and it will also be retailed through Landmark Group's proposed hypermarket chain in the country," said Mr H. Ramnathan, Director, Landmark Group.

Incidentally, Landmark Group has already experimented with Max and its business proposition in Dubai in the last 12 months. A Max store in India may be between 18,000 and 20,000 sq. ft. as it plans to build a network covering metros and mini-metros.

"We are hoping to unveil the first store by April next year," Mr Ramnathan said. The move is aimed at tapping an existing gap in mid-market retailing, which has gained prominence in the US and European markets in recent years. By positioning as a value retailer, Max plans to sell sizable chunk of its apparel sporting a price tag less than Rs 500.

Sources said Max would target customers in the age group of 17 to 35 years who want an element of fashion in what they wear but are unwilling to pay up for premium brands.

Max's apparel business will include formal and casualwear for men, ethnic and casualwear for women, with kidwear also expected to figure prominently in the product and revenue mix.

The store brand is likely to account for nearly 90 per cent of the retailer's revenues in addition to outside labels in certain product categories.

It is learnt that the entire apparel merchandising grid will be outsourced to prominent garment exporting firms to eke out better margins.

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