Maxima Group

Maxima Grupė UAB is a Lithuanian group of retail chain companies operating in Lithuania, Latvia, Estonia, and Bulgaria. It is the largest Lithuanian capital company and the largest employer in the Baltic states. As of 2013 Maxima has 508 stores in Lithuania, Latvia, Estonia and Bulgaria. Each store offers between 3,000 and 65,000 brands, depending on the size of the store. The group employs more than 29,500 people. Its main headquarters are in Vilnius, Lithuania.

Maxima Group
IndustryRetail, general merchandise
HeadquartersVilnius, Lithuania
Area served
  • Bulgaria
  • Estonia
  • Poland
  • Latvia
  • Lithuania
Key people
Jolanta Bivainytė, CEO[1][2]
ProductsGroceries, consumer goods
Revenue€2.7 ($3.0) billion (2015)[3]
Total equity€1.1 ($1.2) billion (2015)[4]
Number of employees
31,569 (2014)
ParentVilniaus Prekyba UAB[5]
SubsidiariesUAB Maxima LT, Maxima Latvija SIA, Maxima Eesti OÜ, Maxima Bulgaria EOOD, UAB Ermitažas


Three Maxima stores were opened in Vilnius in 1992. Since then, it has become the Baltics' most successful supermarket chain.

Maxima opened in Riga, Latvia in 2001. Currently, Maxima Latvija SIA holds approximately 24% retail market share in Latvia.

Maxima opened in Pärnu, Estonia in 2001. In 2007, the first Maxima XX stores were opened in the country, and in 2008 the first Maxima XXX store was opened in Pärnu. Currently, the company holds almost 14% market share with 54 Maxima shopping centres. At the end of 2011, Maxima Group bought the Aldik supermarket chain in Poland with 24 stores.[6]

Store formats

Maxima stores operate under several names: Maxima X, Maxima XX, Maxima XXX, Hyper Maxima, Maxima B, Ermitažas and T-Market and Barbora. Each type of store is set up according to a defined standard, so that customers can orient themselves easily and find the necessary item. At the Maxima shopping centers with two and three Xs, part of the commercial space is rented to specialized stores, so that customers can have access to additional services and goods.

Maxima X (previously Minima) is a store that is close to home. People stop by every day to quickly purchase the goods they need most. Both in the city and the country, shoppers who stop by Maxima X stores will find goods arranged in the same way. In Bulgaria, stores of the same concept are operated under the T-Market brand.

Maxima XX (previously Media) are built in the suburbs of the large cities, home to 12,000–30,000 residents. Stores of this size are for those who wish to shop quickly and need a wide product range.

Maxima XXX (previously Maxima) offer the widest assortment of goods. Shoppers are offered up to 50,000 different food products and manufactured goods. The store features a bakery, pastry making facilities, and kitchen facilities, so customers can purchase fresh food items prepared right at the store.

Ermitažas is a chain of home improvement and construction material stores in Lithuania. As of 2017, there are six Ermitažas stores: in Vilnius, Kaunas, Klaipėda, Šiauliai, Jonava and most recently in Ukmergė. Ermitažas' revenue during 2011 was 176.5 mil. LTL.[7]

Barbora is an internet platform for ordering food and other products online.


 Bulgaria  Estonia  Latvia  Lithuania  Poland Total
Total number of stores (2019) 73[8] 81[8] 168[9] 245[10] 570[8] 1135
Number of employees (2019) 1,542 3,946 7,427 14,658 9,642 37,215
Customers per day 124,000 105,000 277,000 604,000 290,000 1,400,000
Turnover in EUR (without VAT) (2019) 0.133 bil. 0.482 bil. 0.776 bil. 1.638 bil. 0.5 bil. 3.451 bil.

Countries with Maxima branches

Maxima LT

Maxima LT is the largest part of Maxima Group. Maxima stores in Lithuania hold 70% of the total retail market. In 2011, GILD Bankers announced that Maxima Group was the most valuable company.[11] Maxima LT employs 17,484 people (as of July 2016).[12] and operates 237 stores. In 2013, the company generated total revenue of €1.42 billion. Its major competitors are IKI, RIMI and Norfa. Smaller competitors include Lidl and CBA Aibė.

Maxima LT CEOs

  • 20082011: Gintaras Jasinskas[13]
  • 20112014: Arūnas Zimnickas[14]
  • 20142017: Žydrūnas Valkeris[15]
  • 20172018: Kristina Meidė[16]
  • 20182019: Dalius Misiūnas[17]
  • January 2019  May 2019 : Justas Riauba[18]
  • May 2019  present: Jolanta Bivainytė[19]

Maxima Latvija

In 2009, Maxima Latvija was third in the list of Latvia's largest companies (based on net turnover in 2009). Maxima Latvija also had the highest revenue in the sector in 2009: 14.80 million lats. Also in 2009, Maxima Latvija was assessed as the eighth most-beloved brand in Latvia, and for two years in a row (2009 and 2010) the company earned the title of Latvia's most beneficial brand. In 2010, Maxima Latvija placed sixth in the list of most beloved brands, and eighth in the list of most valuable companies. That same year, Maxima Latvija placed 31st in the list of top reputations, and 25th in the top list created by experts from various sectors.

On 21 November 2013, the roof of a Maxima XX store in Riga collapsed, killing 54 people and seriously injuring many more. So far it is not known what caused the disaster, but the police are investigating three scenarios: that there was an error in architectural design and authorities overseeing planning had been negligent; that the cause was related to the initial building procedure; and that it was caused by the current construction of the green roof.[20]

Maxima Eesti

In 2011, Maxima chain in Estonia grew by 13.3% and it was the best rate in all countries. On 10 December 2015, Maxima opened its first XXX store in Tallinn.

Maxima Bulgaria

In Bulgaria, Maxima Group is represented by Maxima Bulgaria (Максима България) and a chain of T-Market stores.

In 2011 Maxima chain in Bulgaria grew by 7.3%.


Maxima Group operated in Poland under the name of Aldik, to 2018, when these stores started changing to Stokrotka[21].

Private labels

  • Collexion – a brand used for clothing and footwear for the family
  • DISNEY – Disney-labeled line of products for children
  • Mano – a brand used in meat products group
  • Maxima Ecologica – a brand for organic products
  • Maxima Favorit – expensive higher-quality products
  • Meistro Kokybė – a brand for fresh meat and fish products, as well as deli and confectionery products
  • Meistara Marka – same as above but in Latvia
  • Ocean – a brand used in fish products group
  • Optima Linija – cheap low-quality products
  • Saulės pienas – a brand used in milk and milk products group
  • Saules piens – the same as above in Latvia
  • Strada – a brand for casual apparel and footwear designed for children

See also


  1. "Changes at the Board and new CEO of MAXIMA GRUPĖ, UAB". 9 May 2019. Retrieved 11 June 2019. The newly comprised Board of the Company has decided to revoke Justas Riauba from the position of CEO and to appoint Jolanta Bivainytė as CEO of the Company as of 9 May 2019.
  2. "Corporate Governance". Retrieved 11 June 2019.
  3. Šerėnaitė, Asta. "„Maxima grupės" apyvarta pernai stiebėsi 3,6%".
  4. Zubrutė, Liucija. "Vertingiausios Baltijos šalių įmonės: sąraše – trys iš Lietuvos".
  5. "Organisational structure". Retrieved 11 June 2019.
  6. ""Maxima grupei" leista įsigyti Lenkijos prekybos tinklą". DELFI. 29 December 2011. Retrieved 1 July 2015.
  7. " - Augo "Maximos grupės" apyvarta". Retrieved 1 July 2015.
  8. "Titulinis - MAXIMA Grupė". Retrieved 1 July 2015.
  9. "„Maxima" pelnas Latvijoje pernai išaugo 38 proc".
  10. "Prie pat Kauno marių atidaryta nauja „Maxima"".
  11. "Vertingiausių Lietuvos bendrovių dešimtuke - Maxima, "Lietuvos dujos" ir "Lietuvos energija"". DELFI. 23 December 2011. Retrieved 1 July 2015.
  12. Maxima LT, UAB (employees statistics)
  13. „Maxima LT“ vadovaus G.Jasinskas
  14. Iš tarnybos į...
  15. "„Maximos" vadovybėje - rokiruotė". DELFI.
  16. "Keičiasi „Maxima LT" vadovas". DELFI.
  17. "Dalius Misiunas: Executive Profile & Biography - Bloomberg". Retrieved 2019-06-10.
  18. "Justas Riauba replaces Dalius Misiūnas as head of Maxima Grupė". GlobeNewswire News Room. 9 April 2019. Retrieved 2019-06-11.
  19. "NEWS - MAXIMA Grupė". Retrieved 2019-11-05.
  20. "Cilvēki meklē atbildes par Zolitūdes traģēdijas iemesliem un atbildīgajiem" (in Latvian). 23 November 2013. Retrieved 23 November 2013.
  21. "Koniec powstałej w Lublinie sieci sklepów. Aldiki zmienią się w Stokrotki". Wiadomości z Lublina i regionu. Lublin, Lubelskie, Lubelszczyzna. Ważne informacje z kraju (in Polish). Retrieved 2019-09-13.
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