Carrefour Exits Jordan, Al Futtaim Launches New Brand "HyperMax"
Carrefour Exits Jordan, Al Futtaim Launches New Brand "HyperMax"
Carrefour, the French multinational retail giant, has announced its immediate withdrawal from Jordan, ceasing all operations across the Kingdom as of November 4, 2024. The company released an official statement expressing gratitude to its customers for their support and apologized for any inconvenience caused by the closure.
While Carrefour did not specify the reasons for its departure, speculation points to mounting pressure from a global boycott movement. In 2023, the Boycott, Divestment, and Sanctions (BDS) movement called for a boycott of Carrefour due to its franchise ties with companies operating in "Israeli" settlements, which are considered illegal under international law. The controversy deepened after reports emerged of Carrefour-"Israel" providing care packages to "Israeli" soldiers, further fueling the boycott.
In a separate statement, Majid Al Futtaim, which holds the franchise rights for Carrefour in the region, announced the launch of a new retail brand, "HyperMax." Set to open on November 5, 2024, at City Mall in Amman, HyperMax will focus on locally sourced food products and household goods. The new chain is expected to open 34 stores across Jordan.
While some online users have speculated that "HyperMax" might simply be a rebranding of the Carrefour stores in Jordan to distance the business from the political fallout, Majid Al Futtaim has not confirmed this. The new brand is intended to cater to local needs while continuing Al Futtaim’s retail operations in the region.
These might just be rumors, though. What do you guys think? Could HyperMax really be a new chapter, or is it just a rebrand? Let us know your thoughts!