Yesterday, Max&Co., the Italian brand, is set to enter the fragrance market for the first time. Established in 1986 and a part of the prestigious Max Mara Fashion Group, the brand has signed a global licensing and distribution agreement with Mavive, a Venetian perfumery company.
Elia Maramotti, the brand director and a member of the Max Mara Fashion Group Sustainability Committee, expressed enthusiasm about the collaboration. “We are proud to announce this partnership and a new chapter in the history of Max&Co.,” he stated. “In Mavive, we have found an ideal partner, a truly special Italian reality that, like us, has been committed to research and innovation for years, with a deep respect for the traditions and skills of the craft. Together, we want to spread the radical and irreverent positivity of Max&Co. through a new sense.”
The inaugural fragrance collection will feature three distinct references and is scheduled for launch in September 2025. It will be available in select Max&Co. boutiques, as well as in international perfumeries and department stores.
Mavive CEO Marco Vidal highlighted the significance of the agreement, noting, “I am pleased that Mavive has signed this important agreement for the distribution of the Max&Co. brand, which represents the demands of contemporary female consumers and is synonymous with quality.” He added that 2024 has been a year filled with new initiatives for Mavive, including the launch of a new proprietary brand and the expansion of their existing product lines. This new license aligns with Mavive’s strategy for portfolio diversification and growth, supporting their ambitious five-year business plan.
Founded in 1986 as an extension of the family-run business Vidal Profumi, Mavive has established itself in the fragrance industry, holding licenses for various brands, including Furla and Cristiano Ronaldo’s CR7.
