From Jordan to Kuwait, Majid Al Futtaim is retiring the Carrefour brand across multiple Gulf markets. The UAE and Saudi Arabia remain the question marks.
Carrefour, one of the most recognizable names in Gulf retail, is undergoing a significant transformation in the region. Majid Al Futtaim, the exclusive franchise partner of Carrefour in the GCC, has begun phasing out the brand in several countries and replacing it with its own grocery banner, HyperMax. This move is changing the competitive dynamics of the sector and raising important questions about the future of modern retail in the UAE, Saudi Arabia, and Qatar.
A regional timeline of change
The first domino fell in Jordan last November. Within months, Carrefour had vanished from Oman. By September, Bahrain and Kuwait followed in rapid succession. In January 2025 the same approach was applied in Oman. In September 2025, Carrefour ceased operations in Bahrain on the 14th and in Kuwait on the 16th. HyperMax was introduced in Bahrain the following day with six outlets and an integrated e-commerce platform, while rebranding in Kuwait is underway.
Carrefour remains operational in the UAE, Saudi Arabia, and Qatar. In the UAE, Majid Al Futtaim continues to invest in technology-driven solutions within Carrefour stores, such as AI-enabled retail media and in-store analytics. In Saudi Arabia the retailer remains active and even launched temporary outlets during the Hajj season this year. No official announcements have been made regarding Qatar.
Why Majid Al Futtaim is moving away from Carrefour
The decision to replace Carrefour with HyperMax reflects both financial and strategic considerations. As a franchise, Carrefour required royalty payments and adherence to global brand frameworks. By shifting to HyperMax, Majid Al Futtaim gains complete control over assortment, pricing, and brand positioning while eliminating franchise fees.
The move also supports the group’s ambition to build a regional retail media and data business. Owning the brand allows Majid Al Futtaim to leverage customer insights across physical and digital channels without restrictions, strengthening its position as both a retailer and an advertising platform.
Another factor is reputational risk management. In Jordan, the exit coincided with heightened consumer boycotts of global brands. By creating HyperMax, Majid Al Futtaim ensures a locally owned identity that can engage more closely with domestic suppliers and respond with greater agility to local sentiment. In Bahrain, for example, HyperMax was launched with partnerships involving more than 250 local suppliers, farmers, and SMEs.
Market implications
The rebrand carries clear consequences for suppliers, who are now preparing for new trading terms under HyperMax. These are expected to include adjustments to rebate structures, visibility opportunities, and data-driven marketing packages. For some suppliers this will raise costs, while others will benefit from closer integration with retail media opportunities.
Competitors such as LuLu, Panda, Danube, Union Coop, Spinneys, and Nesto are positioned to take advantage of any short-term disruption, particularly in Kuwait where rebranding is still in progress. In the long term, however, HyperMax has the potential to emerge with a stronger commercial model than Carrefour by combining localization with digital monetization.
Looking ahead
Carrefour’s gradual withdrawal from parts of the GCC marks a turning point in the region’s retail sector. It reflects a wider trend in which regional operators are seeking to reduce dependence on international franchises and build brands designed specifically for local markets.
For Majid Al Futtaim, HyperMax is more than a rebrand. It is an attempt to control margins, own the customer relationship, and build a new profit center through retail media. For competitors, the transition is both a challenge and an opportunity. For consumers, the promise is continuity of service under a new name. The broader story is that Gulf retail is becoming more self-determined, and HyperMax is emerging as its latest case study.
Official Statement
In response to Finance World Magazine’s request for comment, Majid Al Futtaim provided the following statement:
Majid Al Futtaim continuously reviews its businesses to stay agile and responsive to evolving market dynamics. In response to a growing demand for locally sourced products and services in a number of our markets, Majid Al Futtaim has launched HyperMax – an independently owned and operated grocery retailing brand. As HyperMax grows, our priority remains a seamless experience for customers, suppliers and partners across formats and channels, building on the strengths of our existing platforms and relationships. At present, there are no immediate plans to expand HyperMax across other markets.
