Talaat Moustafa Group signs with Max for the opening

of their new store in Madinaty – Open Air Mall.

Cairo, Egypt Tuesday 28 July 2020 Talaat Moustafa Group (TMG), the leading property developer in Egypt, signs with Landmark Group with their famous fashion brand 'Max' for a store of 1,310 sqm at building E next to Carrefour hypermarket to open in December.

The signing took place in Open Air Mall by Mr./ Omar Hisham Talaat Moustafa Chief Business Development Officer at TMG Holding and Mr./ Muralidhar Menon Landmark Group Territory Head Egypt.

Launched in the UAE in 2004, Max is the largest and most trusted value fashion brand in the Middle East, North Africa, South East Asia & India, operating across 19 countries and an online shopping portal in the UAE, KSA, Bahrain and finally in Egypt. Catering to the mid-market segment, Max retails its own private label clothing for women, men and children along with footwear, and accessories. Max derives its success through its value pricing, clarity in merchandise presentation, market positioning and aggressive market penetration. Max is part of the Landmark Group, one of the largest retail conglomerates in the region

This will be the 8th Max store in Cairo and the 13th branch in Egypt, the new 1,310 sqm store displays the brand's latest collections for men, women, children as well as footwear and accessories with refreshed interiors spread over one floor. Delivering on fresh and seasonal styles, comfort and value fashion at affordable prices. Max Fashion for real people.

The Open Air Mall is one of the largest in the Middle East and is the only super regional open-air shopping center in Egypt. The master plan of the mall sits on a 404,000 sqm plot in addition to a 6,000 car parking lot with a total leasable area of 92,000 sqm spread across 8 different buildings overlooking a central lusciously landscaped area surrounded by fountains and artificial lakes, where visitors have the chance to shop in an outdoor environment. Inspired by the San Francisco Tram, the Open Air Mall will feature 4 trams built on a historic undercarriage from a 1950s trolley streetcar that will travel along the different buildings.

The Open Air Mall has been operational in a “soft-launch” mode since 2019 with the opening of the first of its 8 buildings, which is anchored by Carrefour hypermarket and now also includes Max. The mall is only a 10 to 20-minute drive from New Cairo, the New Capital and Al Rehab City. It will be home to many leading global brands across fashion, furniture, and sporting goods.

In addition, a 15-screen cinema complex with the latest projection technology has recently opened and a food district to feature the best international cuisines, local chains, as well as the biggest family entertainment center in Egypt and one of the largest in the region which will offer ‘first-to-market’ game concepts available.

The Open Air Mall has a direct catchment area of approximately 4.5 million people targeting residents of Madinaty, El Shorouk, Al Rehab, New Cairo, Heliopolis/Nasr City and the New Administrative Capital, which is currently under construction.

Muralidhar Menon, Territory Head, Landmark Group Egypt, said, “We are extremely pleased to partner with Talaat Moustafa Group and open our 1st store in their latest retail destination, Open Air Mall. With the launch of this new store, MAX Fashion takes its total number of stores in Egypt to 13, and further expands its retail network to over 215 stores across the MENA region. Egypt is an important market for the brand, and we remain committed to providing the best shopping experience for all our customers.”