ABOUT MAX

From the “foot” up: we bring confidence, joy and individuality for our customers.

Introduction

Max Group was founded as a trading company in 1994. Today, Max is a vertically integrated footwear company with business expertise and coverage ranging from design, product development, manufacturing, brand management, global distribution, retail channels and e-commerce, offering a one-stop shop services to our international partners.

MANAGEMENT TEAM

Chairman

J.C.CHIANG

Max Group was founded by Mr. J.C. Chiang in Taiwan in 1994. J.C. has more than 40 years of experience with the footwear industry, with extensive network and influence. Max Group was founded with the vision to become a vertically integrated footwear company, with core ability of providing One Stop service from design, development, manufacturing, to brand management, global wholesale, retail and e-commerce. J.C. also pays highly attention to corporate culture, with “Simplicity, Be the best you can be” and “Value for money” as Max core values.

President & CEO

WILL LI

Mr. Will Li, a main shareholder and CEO of Max Group, joined Max family in 2014. Will has more than 30 year experience in China footwear retail business, and he was one of the founders and CEO of C.Banner International Holdings Co.,Ltd prior to joining the Max. Having Mr. Li empowers Max the expertise and capability to gain entry in China’s retail, one of the world’s most important consumer markets. By 2017, Mr. Li forged the alliance between Max Group and Stella International to create a domestic e-commerce platform and launched the development of fast fashion brands in China retail market.

EVP & COO

PHIL LEE

Mr. Phil Lee is another shareholder and COO of Max Group. Phil joined Max in 2011 as Group CFO and was promoted to COO in 2014. Phil is responsible for all overseas business of the group from Branding, Distribution to Trading. Phil is also the CEO of ASH, a subsidy of Max Group. His previous international work experience in investment and finance empowers Max’s global business development and brand promotion.

MISSION & CULTURE

Foundation UIMAX

  • UIMAX: U + I = MAX
  • U:
    Simplicity, Be yourself
  • I:
    We provide a healthy and happy working environment to motivate staffs’ full potential; sharing the process and the fruits together.

Mission

From the “foot” up: we bring confidence, joy and individuality for our customers.

Core values

Simplicity, Integrity, Enterprising, Innovation, Cooperation, Share, Value for money

Milestone

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