MAXIMA LT, UAB — Company Profile

MAXIMA LT, UAB is Lithuania’s largest grocery retail operator, running the MAXIMA supermarket chain across the country. The company is part of the Baltic retail group MAXIMA GRUPĖ, UAB, ultimately owned by Vilniaus prekyba, UAB. MAXIMA stores are organized in formats X, XX, and XXX to serve different catchments from neighborhood convenience to large hypermarkets. The brand is among the best-known in Lithuania and is a leading employer in the retail sector.

Company Overview

Legal name: MAXIMA LT, UAB
Brand: MAXIMA (store formats: MAXIMA X, MAXIMA XX, MAXIMA XXX)
Founding (brand origins): MAXIMA retail concept and formats were introduced in the 1990s; MAXIMA LT, UAB as the Lithuanian operating company was formed later via corporate restructurings within MAXIMA GRUPĖ. Exact incorporation date of MAXIMA LT, UAB should be confirmed in the Lithuanian Register of Legal Entities.
Headquarters: Vilnius, Lithuania (registered office address provided under Legal Information)
Industry sector: Grocery retail; fast-moving consumer goods (FMCG); private label manufacturing partnerships and distribution

Legal Information

Įmonės kodas (Company code): Not available in this profile. Please verify via the Lithuanian Register of Legal Entities (Juridinių Asmenų Registras) or business registry sources (e.g., rekvizitai.lt).
PVM kodas (VAT code): Not available in this profile. Typically of the format LTxxxxxxxxx; please confirm in official registries.
Official website: https://www.maxima.lt
Email addresses:
- General/Customer service: pagalba@maxima.lt (customer service inbox for inquiries)
- Press/Communications: komunikacija@maxima.lt (media and PR queries; confirm via the official site’s media section)
Registered office address: Reported as Vilnius, Lithuania; the precise street address should be confirmed in the Lithuanian Register of Legal Entities. Historically, group entities have used central Vilnius addresses; however, MAXIMA LT, UAB’s official registered address is not confirmed here.
Main phone (customer support): A toll-free line is operated for customer inquiries; the current number should be verified on the official “Kontaktai” page of maxima.lt. If calling from outside Lithuania, use numbers published on the official site.

Business Operations

Main products/services: Food and beverage retail; household goods; health and beauty; pet care; baby products; seasonal items; limited non-food general merchandise; fresh departments (produce, bakery, meat, fish), ready-to-eat, and grab-and-go. Extensive private-label portfolio (e.g., Optima linija, Favorit, Meistro kokybė) across value, mid-tier, and specialty ranges.
Store formats: MAXIMA X (small-format convenience), MAXIMA XX (supermarkets), MAXIMA XXX (hypermarkets).
Loyalty program: “Ačiū” loyalty card with personalized offers, digital coupons, and points/discount mechanics integrated with receipts and the mobile app.
E-commerce: Online grocery served in Lithuania primarily via group-affiliated channels (e.g., Barbora, operated by a sister company within MAXIMA GRUPĖ); MAXIMA LT supports assortment, sourcing, and last-mile collaboration for digital orders in areas covered.
Supply chain: National distribution via regional logistics centers and direct-to-store replenishment; central procurement and category management, in-house quality assurance and traceability for private label and fresh supply; cold-chain logistics for perishable goods.
Business model: High-frequency retail focused on everyday low prices complemented by weekly promotions; broad private label range to reinforce value leadership; dense store network for accessibility; localized assortments; omnichannel integration through loyalty and digital touchpoints.

History

Origins: MAXIMA’s roots trace back to the early 1990s within the Vilniaus prekyba group, which developed modern grocery formats in Lithuania and later expanded across the Baltics and beyond. The MAXIMA brand emerged as a tiered store-format system offering increasing assortment and floor-space from X to XXX.
Corporate formation: As the group expanded, operations in Lithuania were organized under MAXIMA LT, UAB to focus on domestic retail, while MAXIMA GRUPĖ coordinated multi-country strategy, cross-border procurement, and group functions.
Key milestones:
- Development of private label portfolio and value-led ranges across the 2000s–2010s.
- Rollout of the “Ačiū” loyalty program and digitization of customer experience (mobile app, personalized offers).
- Continuous modernization of store network (remodeling, energy-efficiency upgrades, self-checkouts).
- Contribution to the group’s regional footprint: while MAXIMA LT serves Lithuania, sister operators under MAXIMA GRUPĖ handle Latvia, Estonia, Poland, and Bulgaria.

Financial Information

Revenue: MAXIMA LT’s sales constitute the largest single-country contribution within MAXIMA GRUPĖ. Publicly reported consolidated group revenues have exceeded EUR 5 billion in recent years; MAXIMA LT’s standalone revenue has been widely cited in the multi-billion euro range annually. Precise, audited figures for MAXIMA LT, UAB should be drawn from its annual financial statements filed in Lithuania.
Profitability and investments: Ongoing investments in store upgrades, logistics, and technology (e.g., self-service, energy efficiency, digital loyalty).
Funding: MAXIMA LT, UAB is an operating subsidiary and not a venture-funded startup; financing is primarily through operating cash flow and group-level facilities managed by MAXIMA GRUPĖ.
Ownership structure: MAXIMA LT, UAB is part of MAXIMA GRUPĖ, UAB. The group is ultimately owned by Vilniaus prekyba, UAB, a Lithuanian holding company.

Leadership and Management

Governance: MAXIMA LT, UAB is overseen by an executive team and board aligned with group governance standards. The precise current roster of executives (vadovai) and board members (valdyba) should be confirmed via the Lithuanian Register of Legal Entities and the company’s official disclosures.
Key executive roles (typical): General Manager/CEO (generalinis direktorius), Chief Financial Officer (finansų direktorius), Chief Operations Officer (operacijų direktorius), Commercial/Category Director (komercijos direktorius), HR/People Director (personalo vadovas), Supply Chain/Logistics Director (logistikos vadovas), and Corporate Affairs/Communications Director (komunikacijos vadovas).
Note: Leadership names and titles change over time and are not listed here due to lack of verified, up-to-date public data in this profile. Please consult official registries and the company site for current names and positions.

Office Locations

Registered office (buveinė): Vilnius, Lithuania. The exact street address and ZIP code for MAXIMA LT, UAB’s registered office should be confirmed in the Juridinių Asmenų Registras (JAR).
Regional presence: MAXIMA LT operates logistics hubs and administrative premises supporting the national store network (e.g., in/near Vilnius and Kaunas). Specific addresses and phone numbers for these offices are not publicly enumerated on open sources used for this profile.
Stores: Hundreds of MAXIMA X/XX/XXX stores operate across Lithuanian municipalities; store addresses and local phone numbers are listed per-location on maxima.lt.

Market Position

Competitive landscape: MAXIMA LT is the market leader in Lithuanian grocery retail by revenue and store count. Principal competitors include Lidl Lietuva, Rimi Lietuva, IKI (Rewe Group), Norfa (Rivona), and Aibė cooperative stores.
Market share: Public analyses frequently place MAXIMA as the largest player with the highest share of the Lithuanian FMCG retail market, often in the 30–35% range depending on methodology and period. Precise market share figures vary by source and time.
Competitive advantages: Dense national network; strong private label portfolio; price leadership via promotions and everyday value; scale efficiencies in procurement; established loyalty program; robust fresh supply chain and category depth; continued investment in store modernization and digital touchpoints.

Recent Developments

Store modernization: Ongoing upgrades to energy efficiency (LED lighting, refrigeration systems), expanded self-checkout, and refreshed layouts to improve customer flow and assortment visibility.
Assortment and private label: Continued development of private label ranges, including value (Optima linija) and quality-focused lines (e.g., Meistro kokybė) in fresh and packaged goods.
Digital and loyalty: Enhancement of the “Ačiū” program and mobile experiences with personalized offers and couponing; integration with online channels operated within the group ecosystem.
Community and sustainability: Initiatives around food waste reduction, local supplier partnerships, and social responsibility programs are regularly featured in company communications.
Note: For the very latest news, refer to press releases and the “Naujienos” section on maxima.lt and maximagrupe.lt.

Contact Information

Website: https://www.maxima.lt
Customer service email: pagalba@maxima.lt
Press/communications email: komunikacija@maxima.lt (confirm via official site)
Customer service phone: Toll-free number available; please verify the currently active line on maxima.lt (“Kontaktai”).
Postal/registered office address: Vilnius, Lithuania (exact details should be confirmed in the Lithuanian Register of Legal Entities).
Social and digital channels: Official pages on major platforms are linked from maxima.lt.

Sources and References

- MAXIMA LT official website (Kontaktai, Naujienos, Loyalty/Ačiū): https://www.maxima.lt
- MAXIMA GRUPĖ corporate website (Group structure, annual reports): https://www.maximagrupe.lt
- Vilniaus prekyba (ownership information): https://www.vilniausprekyba.lt
- Lithuanian Register of Legal Entities (JAR) / State Enterprise Centre of Registers: https://www.registrucentras.lt
- Rekvizitai.lt (company directory; legal and financial data for Lithuanian companies): https://rekvizitai.lt
- Public media and trade press articles on Lithuanian grocery retail market and MAXIMA developments (various; consult business news portals in Lithuania).

Important Note on Legal Identifiers

Įmonės kodas (company code), PVM kodas (VAT code), the exact registered office street address and official phone numbers are not included here because they could not be verified from authoritative, up-to-date public sources at the time of preparation. For precise legal and contact details, please consult the Lithuanian Register of Legal Entities (JAR), the State Enterprise Centre of Registers, or MAXIMA LT’s official “Kontaktai” page.