[2][better source needed] Max Fashion was first established in 2004 in the Middle East, in Abu Dhabi.

Max is present in the Middle East, North Africa, South East Asia & India, with over 500 stores encompassing 8.5 million sq.ft., across 20 countries, including United Arab Emirates, India, Saudi Arabia, Kuwait, Jordan, Bahrain, Qatar, Oman, Kenya, Lebanon, Egypt, Algeria, Tunisia, Nigeria, Libya, Tanzania, Indonesia, Malaysia,[3] Iraq and Syria.

Max is a mono brand with its own label merchandise that is created by in-house designers.

[4] Max Fashion often launches billboard collections in Dubai.

[5] In December 2018, Microsoft and Ombori partnered with Max to install interactive bilingual voice activated mirrors in Dubai's Ibn Battuta Mall.