Tawfeer Max Opens in Jbeil, Bringing Transparent Three-Tier Pricing to Families and Small Businesses
Tawfeer International, a subsidiary of Capital Partners Holding and Lebanon’s leading discount retail operator, today announced the official opening of Tawfeer Max Jbeil, the second location of its hyper-discount retail concept and the first positioned along Lebanon’s northern coastal corridor. Located on the Beirut–Tripoli Highway in Jbeil, the 2,000-square-meter store is a direct expression of the company’s guiding promise: Buy More, Pay Less. With 5,500 curated SKUs, it marks a pivotal chapter in Tawfeer’s national growth strategy.
At the core of the Tawfeer Max model is a transparent, volume-based 3-tier pricing structure that carries no membership fees, no conditions, and no promotions expiration windows: a permanent commercial commitment, not a promotional tactic. The first tier delivers the cheapest single-unit price on the Lebanese market, accessible to every shopper on every visit. The second tier rewards families purchasing in larger quantities with deeper per-unit savings, stretching the household budget further. The third tier extends wholesale-level discounts to small businesses, neighborhood shops, restaurants, and cafés, giving independent operators a competitive sourcing advantage without the complexity of traditional distribution channels.
“Lebanon doesn’t need another retailer. It needs a structural solution”, said Rami Bitar, CEO of Tawfeer International and Capital Partners Holding. “Tawfeer Max was built around a simple conviction: when people buy more, they should pay less, not as a weekend offer, but as an everyday right. Our 3 prices exist because a family stretching a monthly budget and a café owner managing food costs have different needs, and both deserve the best value in the market. Our mission is to protect our consumers, and this is what we are committing to with Tawfeer Max”.
The Jbeil format adapts the Tawfeer Max model, launched in October 2025 at Cascada Mall, for the distinct dynamics of Lebanon’s northern coast. Where the Bekaa flagship serves broad catchment areas with deep-volume purchasing, the Jbeil location is calibrated for higher purchase frequency and mixed B2C–B2B traffic. Its trade area spans Jounieh, Jbeil, and Batroun, a region of more than 300,000 permanent residents, over one million annual tourists, and one of Lebanon’s densest concentrations of independent retail and hospitality businesses.
The pricing Tawfeer Max delivers is not the result of temporary margin compression. It is sustained by direct supplier relationships, a curated assortment of high demand products, centralized logistics, and energy-efficient store operations, structural disciplines that make real everyday low prices possible and repeatable.
The store opens with 85 direct jobs, with hiring priority given to candidates from Jbeil and surrounding municipalities, a commitment the company treats as inseparable from its broader mission of community value creation.
The Jbeil opening is a further step in Tawfeer International’s national expansion and a demonstration of what Tawfeer Max is designed to be: a retail format where discount pricing, bulk savings, wholesale accessibility, and operational efficiency are not separate promises, but a single, coherent model built to last.
About Tawfeer:
Tawfeer is Lebanon’s leading discount store, dedicated to delivering unbeatable value and convenience to communities across the country. With 40+ stores nationwide and a clear vision to reach 500 locations by 2030, Tawfeer offers high-quality essentials at prices that help customers save up to 20% on their grocery bills. Its wide product range includes over 500 trusted brands, with 30 exclusive lines and 6 proprietary labels. Serving over 30,000 shoppers daily and backed by a team of 1,000+ employees, Tawfeer is more than a supermarket, it’s a growing national movement for smarter, more affordable living.
In 2025, Tawfeer launched Tawfeer Max, a flagship concept that introduces bulk-based, 3-tier pricing to democratize wholesale access for individuals, households and small businesses alike. Tawfeer Max has 2 branches: 1 in Cascada Mall in the Beqaa and the other in Qartaboun, Jbeil on the Beirut-Jbeil highway.
The brand also proudly supports local sports, sponsoring teams in football, basketball, and futsal as part of its commitment to community engagement.
