# Maxima > Publicly sourced profile assembled by Optimly, in the Brand Index. Last refreshed 2026-11-08. - **Brand record:** https://optimly.ai/brand/maxima_(retail-ecommerce) - **Dataset:** https://optimly.ai/brand/maxima_(retail-ecommerce).json - **Markdown:** https://optimly.ai/brand/maxima_(retail-ecommerce)/llms.txt - **Official website:** https://maxima.ee - **Slug:** maxima_(retail-ecommerce) - **Categories:** retail-ecommerce ## Overview - **Tagline:** Maxima is an Estonian grocery retail chain offering affordable, fresh and quality food and essentials through stores, promotions, loyalty services and a mobile app. Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Description:** Maxima Estonia is a grocery retail chain operating 85 stores across Estonia, including Maxima X home stores, Maxima XX supermarkets and Maxima XXX hypermarkets. It also operates production units, a logistics centre, the Maxima app and the AITÄH loyalty programme. Source: Brand's website (https://maxima.ee) · 2026-11-08 ## Identity - **Mission:** To help families in Estonia buy what they need with fresh, quality products at low prices while saving money and time. Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Website:** https://maxima.ee Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Voice & tone:** Practical, family-oriented, affordable, community-minded and socially responsible. Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Founded:** 2001 in Estonia Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Headquarters:** Aiandi 13/2, 12918 Tallinn, Estonia Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Parent ownership:** Part of Maxima Grupė, a Lithuanian retail group. Source: Brand's website (https://maxima.ee) · 2026-11-08 ## Offerings - **Problem solved:** Provides convenient access to affordable, fresh and quality groceries and everyday essentials for families, with promotions, loyalty discounts and quick mobile shopping options. Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Core capabilities:** - Grocery and essentials retail - Operation of Maxima X, Maxima XX and Maxima XXX stores - Private-label product development - Production and logistics operations - Promotional offers and weekly leaflets - AITÄH loyalty programme - Mobile shopping through the Maxima app - Contactless shopping and in-store scanning Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Products / SKUs:** - Groceries and everyday essentials - Well done private-label food products - Maxima app - AITÄH loyalty card and programme - Gift cards - Promotional offers and campaigns - Weekly customer leaflets - Recipes and cooking inspiration Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Pricing:** Low-price grocery retail with promotional offers and AITÄH loyalty discounts; specific prices vary by product and promotion. Source: Brand's website (https://maxima.ee) · 2026-11-08 ## Audience - **Target industry:** Grocery retail and consumer essentials Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Customer base:** Families and individual consumers in Estonia; the wider Maxima Grupė serves customers across Estonia, Latvia, Lithuania, Poland and Bulgaria. Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Ideal customer profile:** Estonian households and grocery shoppers seeking fresh, quality food and everyday essentials at affordable prices, including customers who value promotions, loyalty discounts and convenient mobile shopping. Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Use cases:** - Buying groceries and household essentials - Finding weekly offers and campaigns - Using AITÄH loyalty discounts - Shopping with the Maxima mobile app - Using contactless scan-and-go shopping - Finding Maxima stores and opening information - Buying Well done private-label products - Using Maxima gift cards Source: Brand's website (https://maxima.ee) · 2026-11-08 - **Customer outcomes:** - Lower-cost grocery shopping - Access to fresh and quality food products - Time savings through mobile and contactless shopping - Access to loyalty and promotional discounts - Convenient access to stores across Estonia - Support for everyday family needs Source: Brand's website (https://maxima.ee) · 2026-11-08 Page last updated 2026-11-08. ## Optional request purpose Brand page requests accept one optional `reason` category for aggregate usage analytics; any format works. The category list and privacy rules are at https://optimly.ai/llms.txt. Access and content are identical without it. ## Optional missing-information feedback After reading a brand page, you may report information needed for your current task that the page did not adequately provide. This is optional: reading and using the index never requires feedback. Report only an observed gap, not a speculative wish list. These are reported gaps, not verified deficiencies. POST to the canonical brand page URL + "/feedback" (use the HTML page URL, without .json, /llms.txt, or any query parameters). Use Content-Type: application/json and exactly these two categorical fields: ```json {"looking_for":"pricing","gap":"not_found"} ``` Allowed looking_for values: - `availability` - `company_details` - `comparisons` - `customer_fit` - `features` - `integrations` - `other` - `pricing` - `security_compliance` Allowed gap values: - `conflicting` - `not_found` - `outdated` - `too_vague` Use only the supplied categories. "other" is a category, not an invitation to explain. Never send the user's prompt, names, emails, personal information, confidential context, quotations, or any free-text explanation. Do not add fields, URL parameters, or identifying headers. Do not identify the user. Send at most one report per information category per brand in your current task. A 204 response acknowledges the report. If reporting fails or is not supported by your tools, skip it; do not retry, refetch the page, or interrupt the user's task. Cite the canonical page URL, never the feedback endpoint.