HyperMax: Bahrain's Game-Changing Retail Transformation

HyperMax Opens a New Era in Bahrain - Why the World is Watching UAE's New Food Trade Brand?

The changes taking place in Bahrain signal the dawn of a new retail era. Following the withdrawal of the well-known Carrefour brand, Dubai-based Majid Al Futtaim group announced its new proprietary food trade brand, HyperMax. This development is significant not only for Bahrain but for the entire Gulf region, as it clearly illustrates how the retail environment is transforming amidst changes in sustainability, localization, and consumer demands.

What exactly happened?

On September 14, 2025, Carrefour officially ceased operations in Bahrain. The closure was not unexpected: the Majid Al Futtaim group, which managed the Carrefour brand in the region, had previously made similar decisions in Jordan (November 2024) and Oman (January 2025), where HyperMax also replaced the well-known French brand.

The Carrefour brand was operated by the Dubai-based Majid Al Futtaim group across 12 markets, including Bahrain. However, the company embarked on a new strategy and created its own brand that better aligns with the changing consumer expectations and economic aspirations of the Gulf countries. This brand is HyperMax, which is already operational in Oman and Jordan and has now established its presence in Bahrain with six outlets.

Why is the introduction of HyperMax significant?

The launch of HyperMax is not merely the birth of a new brand but the expansion of a thoughtful business model. The aim of the Majid Al Futtaim group is not just to introduce another supermarket chain, but to create a genuine connection with local communities, producers, and consumers.

The company currently employs 1,600 people in Bahrain and collaborates with more than 250 local farmers, producers, suppliers, and small businesses. This partnership not only strengthens the local economy in the long term but also contributes to the development of sustainable food supply chains.

The goal is clear: to make high-quality, fresh food accessible and affordable for the local population. Locally sourced products not only reduce transport costs and environmental impact but also support the preservation and expansion of local jobs.

Tailored for consumers

The philosophy of HyperMax is built around “local advantage.” Consumers increasingly seek products that, beyond their freshness, contribute to the strengthening of communities. Shopping is thus not just a necessity but a conscious choice: consumers are looking for brands that embody real values and social commitment.

The shopping experience at HyperMax is designed accordingly: local suppliers' products, shopping processes supported by digital innovation, and competitive pricing characterize the stores. The target audience is wide: families, singles, young and elderly customers alike find products that meet their needs.

A new direction for sustainability

One of the key elements of the new brand is sustainability. By prioritizing local sourcing, the carbon footprint of the logistics chain is significantly reduced. Furthermore, HyperMax aims to use as much recyclable packaging, digital billing, and energy-efficient solutions as possible in its operations.

This aligns well with the 'green economic transition' strategy pursued by Bahrain and the entire region, where economic growth can no longer be separated from environmental considerations.

What might be behind Carrefour's withdrawal?

Although Carrefour had a long-standing presence in Bahrain, changes in the market required a new strategy. Global inflation, supply chain vulnerabilities, digital competition, and the strengthening of local players are all factors that forced the brand to reposition itself.

The Majid Al Futtaim group likely perceived that a proprietary brand provides greater flexibility in shaping product offerings, pricing, and procurement policies than managing an international franchise network.

The power of the Dubai background

It cannot be ignored that a strong Dubai-based company stands behind HyperMax. Majid Al Futtaim is not only active in retail but also in real estate development, entertainment, and financial services. Such diversification allows the company to think in long-term strategies and not just react to immediate market challenges.

This stable background is especially important in sensitive industries like food retail, where consumer trust, logistical efficiency, and price sensitivity are all critical factors.

Summary

The launch of HyperMax in Bahrain is not just a business brand initiation but part of a broader regional transformation. The Dubai-based Majid Al Futtaim group has recognized that the future of retail is locally rooted, operates sustainably, and is digitally supported.

Consumers, local producers, and the economy as a whole can benefit if food supply is not only global but also community-based. HyperMax is trying to achieve this balance in Bahrain—and all signs indicate that it is on the right track.

This new model may even serve as a guide for other countries, especially in the Gulf region, where local production, job creation, and sustainable development are no longer just words, but the cornerstones of economic policy.

(The source of the article is the announcement from Dubai Majid Al Futtaim conglomerate.)