Max Fashion, part of the Landmark Group, has officially reopened its newly-renovated 15,000-square-foot store at City Centre Bahrain, introducing advanced retail technologies and an upgraded layout.
The store was inaugurated by Industry and Commerce Ministry assistant under-secretary for domestic and foreign trade Shaikh Hamad bin Salman Al Khalifa, alongside senior executives.
The redesigned space features wider aisles, RFID inventory tracking for real-time stock visibility, self-checkout stations, and omnichannel services like Click & Collect.
Max Fashion is also introducing a Google Cloud-powered AI Virtual Try-On feature to its online platform in Bahrain, allowing shoppers to preview garment fit digitally.
Max Fashion Mena and Southeast Asia chief executive officer Hani Weiss said: “Bahrain’s customers are digitally fluent and value-driven, making this the right market to show that innovation and accessibility can go hand-in-hand.”
Max Fashion senior vice-president and head of retail Shabbir Fakhruddin added: “At Max Fashion, we believe the latest trends should be accessible without compromising on style or quality. By integrating RFID technology, self-checkout solutions, and AI-powered Virtual Try-On, we’ve removed online shopping friction and given customers full control over how they shop.”
Highlighting the market’s relevance, Mr Fakhruddin noted that Bahrain’s fashion-forward shoppers inspired the brand’s recent ‘Love Bahrain’ campaign featuring local personalities Shaima Rahimi and Eman Zainal.
The relaunch marks more than 50 years of parent company Al Rashid Group operating in the kingdom.
Al Rashid Group senior vice president and Bahrain country head Sandeep Narain emphasised the firm’s ongoing commitment to the kingdom and local talent development.
“Al Rashid Group has been part of Bahrain’s retail journey since 1973,” Mr Narain said. “This revamped environment reinforces our deep confidence in Bahrain. In the past year alone, we opened three new stores, relocated to Bahrain Mall, and renovated two key locations. Today, 40 per cent of our total retail workforce and 40pc of Max Fashion’s store leadership are Bahraini nationals, creating clear pathways for career progression while supporting the kingdom’s economic growth vision.”
avinash@gdnmedia.bh
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