Tawfeer International converts its Abbassieh branch to Tawfeer MAX, extending an everyday-low-price model designed to deliver greater value beyond traditional promotional retail. The fully transformed branch introduces Tawfeer MAX’s 3-tier pricing model, that guarantees the cheapest prices in Lebanon 365 days per year, while reinforcing Tawfeer’s commitment to making customers’ budgets stretch further.
As Lebanese households and businesses continue to navigate higher living costs and pressure on purchasing power, Tawfeer International, a subsidiary of Capital Partners Holding and Lebanon’s leading discount retail operator, has announced the full conversion of its Tawfeer Abbassieh branch into a Tawfeer MAX store. The conversion follows the positive customer response to the Tawfeer MAX format in CascadaMall and Jbeil and marks another step in Tawfeer International’s pioneering development of the hyperdiscountermodel in Lebanon.
The expansion comes as Tawfeer seeks to respond to a growing need in the economy: helping households and businesses access essential goods at consistently low prices at a time when inflation and rising shelf prices continue to put pressure on budgets. By combining structurally lower operating costs with an everyday-low-price approach and a 3-tier pricing system, Tawfeer MAX is designed to give consumers more predictable savings and greater value throughout the year.
Behind the concept was visionary CEO of Tawfeer International, Rami Bitar, who has led the evolution of the model around the belief that the retail sector can play a meaningful role in addressing the affordability challenges facing Lebanese consumers.
“Consumer protection is not only about product safety or transparency; it is also about ensuring that consumers can access essential goods at reasonable prices”, he commented.“In an environment where every household and business is under pressure to make difficult choices with limited budgets, we believe the retail sector has a responsibility to find better ways of delivering value, and Tawfeer MAX was created around this responsibility. Our objective is not simply to offer cheaper products, but to build an efficient retail model that can deliver the lowest prices in the market, 365 days a year”, he added.
The transition will see the Abbassieh branch adopt the complete Tawfeer MAX format, including a new façade and signage, the MAX visual identity, an expanded store, an improved layout and merchandising experience, and a broader assortment of products.
Its “Buy More, Pay Less” model introduces 3 pricing levels, allowing the price per unit to decrease as customers purchase greater quantities. This makes the format relevant not only to households but also to small businesses, retailers, restaurants and other professional customers, bringing elements of discount retail and wholesale economics together in one accessible retail environment.
“The MAX model changes the relationship between price and quantity. Customers can buy one item, several units or in bulk, and the pricing system rewards them as their quantity increases”, Bitar explained. “Behind this is a disciplined operating model focused on efficiency, from the way we use space and energy to how we manage operations and merchandising. The savings come from how we run the business, not from lowering our quality standards”, he concluded.
The conversion of the Abbassieh branch comes as Tawfeer accelerates the development of the model, with two additional store conversions currently in the pipeline and broader expansion planned for 2027. The longer-term ambition is to bring the hyperdiscounter model to more communities across Lebanon and establish a retail proposition where consumers and businesses can rely on consistent value rather than temporary price reductions and promotions.
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