A new chapter in Lebanon’s retail industry began today with the opening of the first Tawfeer Max store at Cascada Mall in Taanayel, Bekaa. The inauguration, attended by Tawfeer senior management along with community leaders from the region, introduced a flagship store of over 3,000 square meters offering thousands of essential products. More than just a store, Tawfeer Max is designed as a pillar of sustained affordability and efficiency in today’s challenging economic environment.
Tawfeer has already established itself as Lebanon’s first hyperdiscounter, with more than 40 branches operating nationwide. Drawing on a model that has proven its effectiveness in Europe and the US, Tawfeer brought the concept to Lebanon to address the erosion of household purchasing power and to provide a reliable, transparent alternative to traditional retail. In today’s context of currency volatility and high inflation, the discounter model is no longer simply a retail innovation but an economic necessity, delivering affordability by driving efficiency across the value chain and eliminating unnecessary costs.
Rami Bitar, CEO of Tawfeer International, underscored the broader significance of the model: “The hyper discounter modelis one of the most effective tools to protect communities during times of economic strain. By focusing on efficiency and cutting waste, it ensures that basic goods remain accessible, supporting families and neighborhood communities alike”.
Building on this foundation, Tawfeer is now introducing Tawfeer Max, which brings an additional layer of value through bulk-based, tiered pricing under the principle of “Buy More, Pay Less.” This innovation democratizes wholesale access, enabling families and small businesses to benefit from lower unit prices as they increase quantities. The model not only helps households stretch their budgets but also supports local enterprises, like mom-and-pop shops, by reducing sourcing costs and helping them stay competitive.
“Tawfeer Max is not about temporary discounts or promotions”,Bitar added. “It is about long-term transparency and affordability. With this first flagship store in Bekaa, we are setting the stage for expansion across Lebanon, with the goal of making smart, affordable shopping a sustainable norm for every community”.
The new Tawfeer Max reflects the company’s commitment to operational efficiency. The store integrates specialized infrastructure and streamlined processes that directly translate into savings. These include reduced energy consumption, limited use of high-energy refrigerated displays, optimized logistics, and a simplified product range. The result is consistent everyday low prices, clearly displayed on shelves, ensuring price transparency and fairness even when purchasing a single item.
As Tawfeer continues its growth trajectory, the company’s mission remains clear: to cement the discounter model as the standard model for retail in Lebanon. The launch of Tawfeer Max marks an evolution in this journey and an invitation for Lebanese consumers and small businesses to embrace a smarter, more resilient way of shopping that reflects the realities of today’s economy.
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