Will Carlos Slim Launch New DAX Stores in Jalisco?

DAX, the retail chain specializing in beauty and home products, is part of Carlos Slim’s conglomerate of companies. Its expansion in the central region of the country and the progressive closure of Sanborns stores signal a reconfiguration of Grupo Carso’s retail portfolio, potentially redefining regional competition. Over recent months, the movements of

have made it clear that he is prepared to invest heavily in more profitable, compact formats that are better aligned with new post-pandemic consumption habits. In this equation, DAX emerges as the new crown jewel of the family.

What You Should Know About DAX Stores

Grupo Sanborns’ recent history has been marked by fluctuations. Its store-cafeterias, iconic for several generations, began to confront a stark reality: the hybrid model combining a restaurant, department store, and cafeteria requires large spaces, continuous investment, and a constant flow of visitors. In times when shoppers prefer quick purchases, simple experiences, and immediate availability, this format proved insufficient. This is where DAX enters. Founded in Tijuana in 1989 as part of Grupo Empresarial Dorian’s—which Slim acquired in 2004—DAX is a chain that combines cosmetics, perfumery, personal care products, and a curated selection of home goods, with an offering reminiscent of the American CVS or Walgreens model.

Currently, it operates approximately 25 stores, a smaller number within the Carso universe, but with a growth rate that is accelerating. The brand has been explicit: its target audience is female, especially women seeking practicality, variety, and competitive prices. And as is often the case with Slim’s ventures, nothing appears improvised. Furthermore, DAX is capturing the magnate’s attention because it represents precisely what Mexican retail is demanding:

Smaller stores, with low operating costs.
Fast-moving inventory (makeup, skincare, snacks, home essentials).
Lower real estate risk, compared to the large-format model.
Higher profitability per square meter, a key indicator for Grupo Sanborns.

Will a DAX Store Open in Jalisco?

To date, DAX’s official trajectory is marked by aggressive expansion within the Mexico City metropolitan area. Although Grupo Carso has not publicly confirmed new openings in Jalisco, the investment patterns suggest the possibility. These are the locations where DAX already has a presence or planned openings:

Tlalnepantla Fashion Mall
Plaza Carso
Río de la Plata
Parque Tepeyac
Plaza Las Antenas
Encuentro Fortuna
Plaza Santa Fe
Universidad
Plaza Ecatepec Las Américas

Why is Jalisco a Natural Candidate for DAX?

It is the second metropolitan area with the highest commercial diversification in the country.
It boasts a young market with high consumption of beauty and wellness products.
Its shopping center ecosystem continues to grow.
Jalisco consumers have been adopting brands that merge convenience with lifestyle for over a decade.

What Makes DAX Different?

DAX is not a traditional department store. Its strength lies in specialization. In its stores, you can find:

Makeup: from Revlon to Yuya.
Skincare: Cerave, Eucerin, L’Oréal Paris.
Small appliances.
Home and decor items.
Snacks and essential products.

The shopping experience is distinct from the Sanborns model, as there is no restaurant or cafeteria on-site. Instead, it offers organized aisles, high-turnover products, and prices designed to encourage frequent visits.