MILAN — Max&Co. is entering the fragrance sector for the first time.
To this end, the Italian brand, launched in 1986 and controlled by the Max Mara Fashion Group, has signed a global licensing and distribution agreement with Venetian perfumery company Mavive.
“We are proud to announce this partnership and a new chapter in the history of Max&Co,” said Elia Maramotti, brand director and member of Max Mara Fashion Group Sustainability Committee. “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. We reflected on the radical and irreverent positivity of Max&Co., which together, through a new sense, we want to spread in the world.”
The first collection will initially consist of three references and be launched in September 2025. It will be distributed in selected Max&Co. boutiques, and international perfumeries and department stores.
“I am pleased that Mavive has signed this important agreement for the distribution of the Max&Co. brand, a brand with a strong personality and able to represent the demands and needs of contemporary female consumers. A brand synonymous with quality, an aspect that we have in common,” said Mavive CEO Marco Vidal.
The executive said 2024 “has been a year full of news for Mavive, with the launch of a new proprietary brand, the presentation of new references for several brands and the consolidation of existing lines in the markets. This important new license is part of the strategy of diversification of the Mavive portfolio and expansion of the offer, operations that will allow us to support the five-year business plan that includes ambitious objectives with balanced growth.”
Vidal founded Venice-based Mavive in 1986, an outgrowth of the family-run business Vidal Profumi, launched at the beginning of the 20th century. Mavive holds licenses for brands ranging from Furla and Ermanno Scervino to Cristiano Ronaldo’s CR7.
During Milan Fashion Week, Max&Co. unveiled its latest tie-up for its &Co.llaboration project, with celebrity stylist Lorenzo Posocco. Last February, the brand linked with British designer Richard Quinn, following travel and style influencer Sofía Sanchez de Betak; stylist and fashion editor Anna Dello Russo; designer and curator Duro Olowu, and Efisio Rocco Marras, the creative director of I’m Isola Marras and son of designer Antonio Marras. The &Co.llaborations initiative kicked off with a co-branded capsule for spring 2022 created with Margherita Maccapani Missoni.
