Max&Co., the Italian label founded in 1986 by Max Mara Fashion Group, has signed a licensing agreement with Italian perfume company Mavive for the development and international distribution of its first fragrance line.
The new relationship is the result of a collaboration between two firms with a common worldwide goal, both of which have achieved international success via their ability to innovate while remaining true to their brand identity.
Max&Co.’s first fragrance line will include three scents and will premiere in September 2025. It will be available in select Max&Co. locations, as well as major international perfumeries and department stores.
“We are pleased to announce this relationship and a new chapter in Max&Co’s history. We have discovered a perfect partner in Mavive, a genuinely unique Italian company that, like us, has spent years dedicated to research and innovation while maintaining a great respect for the craft’s traditions and talents. We pondered on Max&Co.’s radical, insouciant positivity, which, jointly and in a new way, we aim to promote over the world,” said Elia Maramotti, Max&Co.’s brand director and a member of the Max Mara Fashion Group Sustainability Committee.
Mavive started numerous new projects in 2024, including launching a new proprietary brand, presenting new items for various client brands, and consolidating current lines in multiple marketplaces. “This important new license is part of our strategy of diversifying the Mavive portfolio and expanding our range of operations that will allow us to support our 5-year business plan, which combines ambitious objectives with balanced growth,” Marco Vidal, the CEO of Mavive, said.
Massimo Vidal created Mavive SpA in 1986 as an outgrowth of his family’s perfumery enterprise, Vidal Profumi. It is now run by the family’s third and fourth generations, having begun operations in the personal care sector as Vidal Profumi in 1900.
In 2023, Mavive’s revenue increased by 15% over 2022 and 45% over 2019.
