Majid Al Futtaim (MAF) has officially launched HyperMax, a homegrown grocery brand, across several Gulf markets as the company phases out its 30-year partnership with French retail giant Carrefour. The move signals a significant shift in the region’s retail landscape whilst prioritising locally sourced products.
HyperMax Expansion Across Gulf Markets
The Dubai-based retail conglomerate confirmed HyperMax rollouts in Jordan, Oman, Bahrain, and Kuwait. Each market transition occurred within days of Carrefour store closures, demonstrating MAF’s strategic planning and operational efficiency.
In Kuwait, HyperMax opened just two days after Carrefour’s final closure, immediately employing 1,500 workers. The new stores will collaborate with 150 local farmers, supporting the nation’s agricultural sector.
Bahrain witnessed an even more rapid transition. Six HyperMax outlets launched the day following Carrefour’s departure, creating employment for over 1,600 people. The brand has already established partnerships with 250 local farmers, producers, and SMEs, directly supporting Bahrain’s Vision 2030 economic diversification goals.
UAE Market Remains Unchanged
Despite the regional expansion, MAF executives confirmed that UAE operations will continue under the Carrefour brand. Senior officials stated to local radio stations that “there are no immediate plans to expand HyperMax across other markets,” indicating Carrefour’s continued presence in the Emirates.
This strategic decision reflects the UAE’s established retail market and consumer preferences. The country remains MAF’s primary market, where Carrefour has maintained strong brand recognition since 1995.
Timeline of Gulf Market Exits
The regional transformation occurred rapidly:
- November 2024: Carrefour exits Jordan
- January 2025: Oman operations cease
- September 14, 2025: Bahrain stores close
- September 2025: Kuwait operations shut down
Each transition created substantial employment opportunities in the retail sector, with HyperMax immediately hiring local workers and establishing partnerships with regional suppliers.
Focus on Local Sourcing Strategy
HyperMax emphasises locally sourced products, responding to growing consumer demand for regional produce. The brand’s mission centres on “bringing fresh and affordable locally-sourced products to customers whilst delivering a modern, customer-first shopping experience.”
This approach aligns with broader Gulf trends towards food security and supporting domestic agriculture. Local partnerships create employment opportunities whilst reducing supply chain dependencies on international imports. The strategy reflects Dubai’s broader shift towards sustainable retail practices and economic diversification.
End of Historic Partnership
MAF introduced Carrefour to the Middle East in 1995, establishing a partnership that spanned three decades. The relationship strengthened in May 2013 when MAF purchased a 25% minority stake from Carrefour Group for €530 million.
The companies extended their exclusive franchise partnership until 2025, covering more than 400 shops across 20 countries in the Middle East, Egypt, East Africa, and Georgia. However, recent Gulf exits mark a dramatic shift from this relationship.
Leadership Changes at MAF
The retail transformation coincides with significant management restructuring. In June 2025, MAF appointed Fadel Abdulbaqi Al Ali as Chairman of its Holding Board, succeeding Sir Michael Rake, whose 16-year tenure began in 2009. This leadership transition demonstrates MAF’s continued operational stability during governance changes.
Key Takeaway
MAF’s launch of HyperMax represents a strategic pivot towards local sourcing and regional brand development. Whilst maintaining Carrefour operations in the UAE, the company demonstrates adaptability in responding to market demands across different Gulf nations. This approach creates employment opportunities and supports local agricultural sectors whilst maintaining retail presence.
Frequently Asked Questions
Q: Will HyperMax replace Carrefour stores in the UAE? A: No, MAF executives confirmed that Carrefour operations in the UAE will continue unchanged. There are no immediate plans to introduce HyperMax in the Emirates.
Q: How many jobs has HyperMax created across Gulf markets? A: HyperMax has created over 3,100 jobs across Kuwait (1,500) and Bahrain (1,600+), with additional employment in Jordan and Oman markets.
Q: What makes HyperMax different from Carrefour? A: HyperMax focuses specifically on locally sourced products, partnering directly with regional farmers and producers. The brand emphasises supporting domestic agriculture and reducing import dependencies.
Q: When did MAF’s partnership with Carrefour begin? A: MAF brought Carrefour to the Middle East in 1995, establishing a 30-year partnership that recently concluded in several Gulf markets.
Further Reading
- Majid Al Futtaim Business Continuity Amid 2025 Governance Changes
- Primark Dubai: Three Major Stores Opening in 2026
- Work in the United Arab Emirates: Complete Guide to Finding Jobs in 2025
- Dubai Retail Sector Turns Greener: New Era of Job Opportunities
- UAE Job Market 2025: Legal and Tech Sectors Set for Salary Growth
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