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- French retail giant Carrefour is operated in the Middle East and North Africa by Dubai conglomerate Majid Al Futtaim.
- However, Carrefour’s expansion into Israel in 2022 sparked outrage across the Arab world.
- In response, Majid Al Futtaim shut down Carrefour stores in Jordan and now in Oman, launching its own retail brand, HyperMax.
Back story Carrefour
Carrefour’s story began over six decades ago in 1959 when Marcel Fournier dreamed of a store that could cater to every household need under one roof.
Thus, it opened the first hypermarket in France.
Little did they know that this small French venture would one day span continents and become a global phenomenon.
To give context, in 2023 the total global revenue of Carrefour was 84.91 billion euros!
Carrefour enters MENA region
In 1995, Dubai-based Majid Al Futtaim brought French retail giant Carrefour to the Middle East and North Africa (MENA region).
(In short, Majid Al Futtaim secured exclusive rights under its distinct “M” logo)
And opened the first Carrefour hypermarket in City Centre Deira, Dubai.
Over the next 25 years, Majid Al Futtaim expanded Carrefour’s reach and operated over 320 Carrefour outlets across 15 countries.
These include the:
- United Arab Emirates (over 175 Carrefour branches in the UAE, including almost 69 supermarkets and 28 hypermarkets)
- Armenia
- Bahrain
- Egypt
- Georgia
- Iraq
- Jordan
- Kenya
- Kuwait
- Lebanon
- Oman
- Pakistan
- Qatar,
- The Kingdom of Saudi Arabia
- Uganda.
Who is Majid Al Futtaim?
Majid Al Futtaim Holding, a Dubai-based Emirati conglomerate, operates shopping malls, retail, and hotels across the Middle East, North Africa, and Central Asia.
Founded in 1992 by Majid Al Futtaim, it is renowned for the Mall of the Emirates and its Carrefour franchise in the region.
In 2023, the company reported AED 34.5 billion in revenue and AED 2.7 billion in net profit.
Carrefour global brand enters Israel
In April 2022, the Carrefour story took a dramatic turn.
Israel’s Yenot Bitan, under its parent company Electra Consumer Products, signed an exclusive franchise agreement with the Carrefour Group. This deal brought the brand to Israel, introducing shoppers to 50 new stores, including nine in Tel Aviv.
For many, it seemed like business as usual. But in the Arab world, the move created an outrage!
Many viewed Carrefour’s entry into Israel as tacit support for the Israeli government amidst ongoing conflicts in Gaza.
The association with Carrefour’s global brand had tarnished Majid Al Futtaim’s reputation in the eyes of many.
How could a brand so deeply rooted in the Middle East’s communities align itself with Israel during a time of heightened conflict in Gaza?
Backed into a corner, Majid Al Futtaim took a stand
On its website, a statement appeared, seeking to reassure its loyal customers:
“We do not operate in Israel, nor have business interests or affiliations in Israel. We are fully committed to serving the local communities in which we operate.”
Despite these words, the damage was done.
By late 2024, it was clear that a bold decision was needed.
What next?
Majid Al Futtaim chose to cut ties with the Carrefour brand altogether. And launched its retail chain – Hypermax.
This is happening in a phased manner.
Carrefour’s Exit from Jordan
In November 2024, Jordan witnessed the dawn of HyperMax.
Across the country, 34 former Carrefour stores reopened with a fresh identity.
Carrefour’s Exit from Oman
On January 7, 2025, Carrefour’s chapter in Oman came to an end.
In its place, HyperMax took center stage, ready to win the hearts of Omani shoppers.
What about Carrefour Dubai?
Sources say Carrefour has already ceased operations in Dubai. They are not renewing the contracts with the current owners.
For context, there are over 175 Carrefour branches in the UAE, including almost 69 supermarkets and 28 hypermarkets.
Global brands
This series of events underscores the delicate balance global brands must navigate in politically and culturally sensitive markets.
For MAF – This wasn’t just a rebranding – it was a fresh start, a way to rebuild trust and reaffirm a commitment to the region.
HyperMax represents more than a new name – represents not just a response to public sentiment but also a commitment to upholding its local identity and values.
