DAX, the beauty and personal care retailer, is rapidly expanding its footprint across Mexico under the ownership of Carlos Slim’s Grupo Carso. Once a regional brand based in Tijuana, the chain is now a central component of the conglomerate’s national retail strategy.
Founded in 1989 as part of the Dorian’s group, DAX initially thrived by mirroring successful U.S. retail models tailored to the Mexican market. However, financial instability led to the company’s acquisition by Grupo Carso in 2004.
While Carso eventually absorbed the Dorian’s brand into its Sears division in 2009, executives identified untapped potential in the DAX format. They kept the brand operational, allowing it to survive when other retail concepts were folded into the larger corporate structure.
A new strategy for growth
Under the umbrella of Grupo Sanborns, DAX has shifted from a niche northern player to a national competitor. According to data from Expansión, the chain opened 10 new stores in 2023 alone, reaching a total of 39 units by the end of that year. As of the third quarter of 2025, that figure has grown to 47 locations.
Grupo Sanborns is prioritizing a smaller store format that fits into high-traffic shopping centers where traditional, larger retail concepts like Sanborns department stores often struggle to gain space. Analysts like Julián Fernández note that this agility allows the brand to compete directly with other beauty chains in diverse urban markets.
The retailer’s target demographic remains women seeking cosmetic, hair care, and personal hygiene products. By diversifying its inventory to include home goods and children’s items, the store functions as a convenience hub for families.
Looking ahead, Grupo Sanborns plans to drive profitability by increasing the store’s revenue per square meter. The company is simultaneously investing in its digital infrastructure, including faster delivery options and integrated mobile applications, to modernize the shopping experience.
The push for expansion is part of a broader reconfiguration of Carso’s retail portfolio. As the group moves to consolidate its market share, DAX is positioned as one of the most significant growth vehicles within the Sanborns retail division.
