DAX is a chain of 25 beauty and variety stores in Mexico based in Tijuana, Baja California, the country's sixth largest metropolitan area. The stores are modeled along the United States model of large pharmacies such as CVS or Walgreens, selling cosmetics, beauty supplies, and a limited range of kitchen supplies, decorative accessories, small appliances and electronics. DAX states that it is targeted at women. It can be characterized as a variety store, beauty store, and pharmacy. History DAX was originally launched by Dorian's, a now-defunct 14-store Tijuana-based department store chain. Carlos Slim's Grupo Carso bought Dorian's Tijuana, S.A. de C.V. in 2004. The Dorian's brand came to an end in 2009 when Carso converted the Dorian's stores to Sears. DAX stores are now part of Grupo Carso's retail arm, Grupo Sanborns, which also includes Sears, Sanborns, and iShopMixup.
Within Grupo Sanborns, DAX is part of the Sanborns division which as of December 2020 included: “Formatos”, Grupo Sanborns, accessed 12 January 2024 Sanborns junior department stores-and-restaurants Sanborns Home&Fashion stores Sanborns Café restaurants 2 Saks Fifth Avenue stores in Mexico City (both since closed, see Timeline of Saks Fifth Avenue branches
DAX had been part of the "Other Formats" division, which (as of the end of 2017) consisted of 57 stores and 71,678 square meters of retail area in the following formats: 2017 annual report (English edition), Grupo Sanborns Sanborns Café, with 23 stores with a presence in five states of Mexico DAX 2 Saks Fifth Avenue stores Two shopping malls, Plaza Loreto and Plaza Inbursa One Sears store and three Sanborns stores in Central America ClaroShop e-commerce portal 3 Boutiques
Coverage DAX has geographic coverage in the following cities (CC="Centro Comercial" i.e. "shopping center"):
Tijuana Centro (Av. Niños Héroes) Downtown, Tercera (Calle 3a/3rd Street) CC Loma Bonita Plaza Playas de Tijuana Parque Industrial Pacífico CC Plaza Carrousel, La Mesa Ruíz Otay Plaza Río Tijuana(branded as "Super DAX" for its size. Note: it is not a supermarket.) CC Plaza Papalote CC Monarca Boulevard Cucapah ElPunto La Pajarita Rio de la Plata
Ensenada CC Misión Reforma, Fracc. Valle Dorado Mexicali Calzada Justo Sierra CC Cachanilla CC Cataviña Plaza Juventud Plaza Nuevo Mexicali CC Santa Bárbara
Other in Baja California State San Luis Río Colorado Tecate La Paz, Baja California Sur La Paz (Zona Centro) CC El Punto Alameda (Camino Real)
Mexico City Plaza Parque Tepeyac Av. Río de la Plata, Reforma Colonia Cuauhtémoc Plaza Carso Rest of Greater Mexico City Plaza Tlalnepantla, Tlalnepantla de Baz, State of Mexico Plaza Las Americas, Ecatepec, State of Mexico
References