Max
- Company typePublic
- Founded2004
- HeadquartersKiryat Hayim, Israel
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Max does
Max Stock Limited (TASE: MAXO) is an Israeli extreme-value retail chain operating 63–64 physical stores across Israel under the 'Max' brand, headquartered in Kiryat Hayim and founded in 2004. The company positions itself as a general discount retailer offering a broad assortment of consumer goods — including toys, clothing and footwear, home organization and décor, kitchen and cooking items, electrical accessories, disposable products, tools, automotive supplies, sports and yoga equipment, crafts and art supplies, pet supplies, mobile and multimedia accessories, personal care and beauty products, garden and outdoor items, textiles, birthday and party supplies, cleaning products, pharmacy items, furniture and food — organized as in-store departments rather than distinct product lines. Assortments are clearly curated around Israeli seasonality (Independence Day, Purim, Halloween and other holiday categories are prominent on the storefront), targeting budget-conscious Israeli households.
The retail technology stack consists of a Hebrew-language e-commerce website and the 'Max Members' loyalty program, which delivers exclusive deals and early-access promotions to enrolled shoppers. Max Stock is publicly traded on the Tel Aviv Stock Exchange, with no controlling parent entity; significant institutional shareholders include Migdal Insurance and Financial Holdings (~12.33% as of August 2025) and More Provident Funds/Y.D. More Investments (7.30% as of March 2026). The company employs between 1,001 and 5,000 people.
The business model is straightforward omni-channel discount retail: revenue is generated through physical store sales and online purchases of deeply discounted general merchandise, with a pay-as-you-go transaction model and no disclosed subscription or contract pricing. The go-to-market is direct-to-consumer through owned retail locations and the company website, and the customer base is the mass Israeli consumer market seeking extreme-value pricing on everyday goods. Most-recent financials (FY2025 and Q3 2025) report revenue growth alongside gross margin expansion and net income gains, and the board approved an ILS 80 million cash dividend in March 2026 (approximately 53% of ILS 150.687 million distributable profits).
Max firmographics
Firmographics- Name
- Max
- Legal name
- Max Stock Limited
- Website
- https://www.maxstock.co.il/
- Company type
- Public
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Max industry classification
Industry- Product category
- Discount Retail
- NAICS
- All Other General Merchandise Retailers (455219), Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331)
- akta.pro primary industry
- Extreme Value General Merchandise Discounters (CRAEAAAE)
- akta.pro secondary industry
- Multi-Price-Point Variety Stores (CRAGAJAI)
Keywords
Where Max is headquartered
LocationHeadquarters
- HQ city
- Kiryat Hayim
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Max business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales: Revenue generated from retail sales of general merchandise including toys, clothing, home goods, party supplies, beauty products, and pet supplies through physical store locations and likely online channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Extreme value/discount retail pricing model |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Max product offering
Product offeringCore offering
Max Stock Limited operates 63–64 physical discount retail stores across Israel, selling a wide assortment of general merchandise at extreme value prices. The product range spans toys, clothing and footwear, home organization and décor, kitchen and cooking items, electrical accessories, disposable products, tools, automotive supplies, sports and yoga equipment, crafts and art supplies, pet supplies, mobile and multimedia accessories, personal care and beauty products, garden and outdoor items, textiles, birthday and party supplies, cleaning products, pharmacy items, furniture, and basic food products. A Hebrew-language e-commerce website and a "Max Members" loyalty program complement the in-store experience.
Product overview
Max Stock Limited is an Israeli extreme value retailer operating 64 locations across Israel under an extreme value retail format. The company's product offering is a unified retail store format that sells a wide variety of discounted consumer goods across multiple categories including toys, clothing and footwear, home organization and décor, kitchen and cooking items, electrical accessories, disposable products, tools, automotive supplies, sports and yoga equipment, crafts and art supplies, pet supplies, mobile and multimedia accessories, personal care and beauty products, garden and outdoor items, textile products, birthday and party supplies, cleaning products, pharmacy items, furniture, and food products. The product portfolio is organized into departments rather than distinct product lines, serving budget-conscious consumers seeking value on everyday items.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Revenue growth and increased net income despite regional geopolitical disruptions
Companies that use Max
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Max technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Max partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Max competitors and assessment
Company assessmentDirect peers
- Dollar Tree: US-listed extreme-value retailer operating thousands of small-box discount stores selling general merchandise, party supplies, and household goods at fixed low price points. Directly comparable to Max on extreme-value positioning and broad assortment across similar categories.
- Dollar General: Largest US small-box discount retailer offering consumables, home products, and seasonal general merchandise at value price points. Closely comparable to Max on assortment breadth, value positioning, and rural/suburban footprint strategy.
- Five Below: US extreme-value retailer specializing in trend-driven general merchandise priced at $5 and below, with strong exposure to toys, party, beauty, and seasonal categories that overlap heavily with Max's assortment.
- Action Holding: Pan-European non-food discount chain operating ~3,000 stores selling a broad assortment of general merchandise at extreme-value price points. Highly comparable to Max on discount-store format, assortment breadth, and rapid store-rollout model.
- Pepco Group: European variety discount retailer (Pepco, Poundland, Dealz) selling clothing, home, and general merchandise at value prices across thousands of stores. Comparable to Max on discount variety format and multi-country footprint strategy.
- Big Lots: US closeout discount retailer selling general merchandise, food, and consumables at deep discounts. Directly comparable to Max on extreme-value positioning across broad general merchandise categories, though currently undergoing financial restructuring.
Broad incumbents
- TJX Companies: Largest global off-price retailer (T.J. Maxx, Marshalls, HomeGoods) offering branded apparel and home goods at discount prices. Comparable to Max on the value-discovery shopping experience and broad general merchandise assortment, but operates at far larger scale and serves a different customer segment.
- Lidl: Global hard-discount grocery chain with an expanding non-food general merchandise assortment sold at extreme-value price points. Comparable to Max on extreme-value positioning and discount-store efficiency, though operating primarily in grocery with non-food as a rotation.
Regional players
- Victory (Israel): Israeli variety/discount retailer operating a multi-store chain selling toys, household goods, and general merchandise. The closest direct domestic competitor to Max in the Israeli extreme-value and variety retail segment.
- Shufersal: Israel's largest supermarket chain with an expanding non-food assortment. Comparable as a competing Israeli mass-market retailer targeting similar value-conscious consumers, though primarily focused on grocery rather than general merchandise.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Max financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max leadership team
Management profileNumber of profiles
Profiles3 records
Max funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Max
What does Max do?
Max Stock Limited operates 63–64 physical discount retail stores across Israel, selling a wide assortment of general merchandise at extreme value prices. The product range spans toys, clothing and footwear, home organization and décor, kitchen and cooking items, electrical accessories, disposable products, tools, automotive supplies, sports and yoga equipment, crafts and art supplies, pet supplies, mobile and multimedia accessories, personal care and beauty products, garden and outdoor items, textiles, birthday and party supplies, cleaning products, pharmacy items, furniture, and basic food products. A Hebrew-language e-commerce website and a "Max Members" loyalty program complement the in-store experience.
Is Max a public or private company?
Max is a public company. It is classified as public and is currently operating.
When was Max founded?
Max was founded in 2004. It employs 1,001 to 5,000 people.
Where is Max based?
Max is headquartered in Kiryat Hayim, Israel, in the Middle East region.
How does Max make money?
One revenue line is on record: retail Sales.
Who are Max's main competitors?
Direct peers on record are Dollar Tree, Dollar General, Five Below, Action Holding, Pepco Group and Big Lots. Broad incumbents are TJX Companies and Lidl. Regional players are Victory (Israel) and Shufersal.
Does Max have an API?
No public API is recorded for Max.
What industry is Max in?
Max's product category is Discount Retail. Its primary akta.pro industry code is CRAEAAAE, Extreme Value General Merchandise Discounters, with a secondary code of CRAGAJAI, Multi-Price-Point Variety Stores. Its NAICS code is 455219 and its SIC code is 5399.