HyperMax aims to combine local sourcing with a broad international product range, focusing heavily on fresh produce supplied by Bahraini farmers and producers. The brand is collaborating with more than 250 local suppliers, producers, SMEs, and over 1,600 employees in Bahrain, reflecting a strategy to support sustainability and local economic growth.
Majid Al Futtaim holds exclusive rights to operate Carrefour in 12 markets across the Middle East, Africa and Asia, with over 390 outlets. The rebranding draws from its existing Carrefour infrastructure while introducing HyperMax as an independently owned flagship grocery concept.
The move aligns with Bahrain’s Vision 2030 strategy ambition to strengthen local businesses, food security, and supply chains. HyperMax’s business model in Bahrain incorporates omnichannel retailing, including an e-commerce platform, to offer customers more convenience and reach.
Mohamad El Khatib, Head of Operations for HyperMax Bahrain, emphasised the company’s commitment to putting “communities and customers at the centre” and blending world-class standards with local preferences. He described local sourcing as a pillar of the new operations, seeking to make fresh, quality grocery products more accessible and affordable.
Carrefour’s exit from Bahrain completes the transition in the country, following similar exits in Oman and Jordan. In those markets HyperMax has already been operational. Majid Al Futtaim has not publicly detailed all the financial reasons behind the shift, but statements indicate the changes are driven by evolving market dynamics, consumer behaviour and supply-chain considerations.
Topics
Bahrain