Majid Al Futtaim launches new discount supermarket, Sava, in the UAE
MAF introduces a new discount supermarket format under the Sava brand as Carrefour’s future in the region comes into question.
UAE – Majid Al Futtaim (MAF), the company operating Carrefour supermarkets in the Middle East, has entered the discount retail space with the launch of its first Sava store in Dubai’s Deira district.
The new store marks the debut of MAF’s discount grocery format, with two more branches expected to open by the end of October 2025, including one in Jumeirah Beach Residences.
By the close of 2025, MAF plans to expand the Sava network to 10 stores across the UAE, with at least one converted from a previously closed Carrefour outlet.
The Sava concept was developed and will be managed by Timo Schuster, who previously served as chief operating officer at the Saudi retail company Cenomi.
Shift toward discount retail
The move demonstrates growing interest among retailers in the Middle East in discount grocery formats, as consumers increasingly seek value-driven shopping options.
Sava stores will carry more than 1,600 products, with roughly 10 percent of items available under promotional pricing at any given time.
The opening of Sava has also reignited debate over whether Majid Al Futtaim intends to phase out the Carrefour brand in the UAE, as it has done in other regional markets.
For MAF, Sava is its second homegrown supermarket brand after HyperMax, which has already replaced Carrefour in Oman, Kuwait, Bahrain, and Jordan.
Although the company has publicly denied plans to close Carrefour stores in the UAE, Günther Helm, CEO of MAF Retail, added that this position stands “at the moment,” leaving room for future changes.
Pressure on established brands
Carrefour’s performance in the region has faced headwinds amid an ongoing consumer boycott targeting brands perceived as supportive of Israel, which has affected several multinational chains across Arab markets.
Despite these challenges, MAF continues to operate Carrefour outlets in Saudi Arabia, Lebanon, Iraq, Georgia, Armenia, Pakistan, Kenya, and Uganda.
Industry analysts suggest that MAF is likely to transition more Carrefour locations to its HyperMax format in the coming months as part of a broader rebranding strategy.
Majid Al Futtaim’s franchise agreement with Carrefour remains valid until 2031, and both companies have maintained a working relationship even as MAF accelerates the rollout of its proprietary formats.
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