Landmark Group’s Max Fashion has named Sumit Chandna as Chief Executive Officer of Max at Lifestyle International Pvt Ltd, a move that underscores both continuity and ambition at India’s largest value-fashion chain.
Sumit, who previously served as Deputy CEO, steps into the top role after leading several of Max’s key growth and consumer initiatives. With a career spanning senior leadership roles at Bata, Aditya Birla Retail, Hypercity, and Shoppers Stop, he brings a rare blend of category expertise, private-label know-how, and retail expansion experience.
Why the Timing Makes Sense
Under Sumit’s leadership, Max has been on an upward trajectory in India. In just the past two years, the brand crossed critical milestones — opening its 500th store and expanding its network to more than 200 cities. This growth was achieved through a twin focus: penetrating deeper into regional markets while strengthening omnichannel engagement.
Bollywood collaborations with stars like Kalki Koechlin and Siddhant Chaturvedi elevated Max’s visibility, while the youth-driven “New New You” | #NewStylesEveryWeek positioning has resonated with shoppers looking for global trends at accessible prices. The launch of Max Urb_n, a youth-centric label, further broadened its appeal.
Against this backdrop, Sumit’s promotion appears not just logical but also well-timed — aligning proven leadership with the brand’s next phase of growth.
Scale and Footprint
Store Network: 520+ stores across India, with rapid expansion underway.
Flagship Presence: Recently unveiled a 13,000 sq. ft. store at Phoenix Marketcity, Bengaluru — elevating in-store experience while retaining Max’s core value-fashion proposition.
Global Reach: As part of Landmark Group, Max operates 870+ stores in ~20 countries, with India contributing significantly to the larger international portfolio.
What Sumit Brings to the Role
Sumit’s background in merchandising, private-label development, and category management positions him uniquely to drive Max’s assortment strategy, store economics, and weekly “newness” cycle — three pillars of the brand’s success playbook.
His visible presence at industry summits, youth campaigns, and media platforms has also made him a recognizable voice for the brand, strengthening Max’s cultural relevance.
Strategic Priorities Under His Leadership
Omnichannel Scale-Up: Seamless integration of ecommerce and physical retail.
Youth Engagement: Music-led activations, loyalty programs, and culture-driven drops to keep the brand top-of-mind for younger shoppers.
Profitability Focus: Sustaining store expansion while improving same-store economics and strengthening private-label margins.
The Challenge Ahead
Max sits in India’s highly competitive value-fashion segment, jostling with homegrown brands, soft discounters, and agile digital-first players. The opportunity lies in converting its scale into enduring customer loyalty and per-store productivity.
With 520+ stores and a sharp youth-facing identity, Max has already established itself as a leader in affordable fashion. The task now is to consolidate this momentum into lasting leadership — a challenge Sumit Chandna seems poised to take on.