Mavive has signed an exclusive international licensing and distribution agreement with the Italian fashion brand MAX&Co to create their first fragrance line.
The new MAX&Co. fragrance collection is expected to debut in September 2025 with three scents, which will be available in selected boutiques and leading international perfume shops and department stores.
“We are proud to announce this partnership and a new chapter in the history of MAX&Co. 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,” says Elia Maramotti Max&Co Brand Director and Member of Max Mara Fashion Group Sustainability Committee.
“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.” says Mavive CEO Marco Vidal.
“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 5-year business plan that includes ambitious objectives with balanced growth” concludes Vidal.
