Max&Co., the Italian label launched in 1986 by Max Mara Fashion Group, has inked a licensing deal with Italian perfume producer Mavive for the development and international distribution of its first-ever fragrance line.

The new partnership is the fruit of a synergy between two companies with a shared global vision, both established internationally thanks to their ability to innovate while staying true to their brand identity. 

The first fragrance line by Max&Co. will consist of three perfumes, and will be launched in September 2025. It will be available at select Max&Co. stores and at leading international perfumeries 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 company 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, insouciant positivity of Max&Co. which, together and in a new sense, we want to spread worldwide,” said Elia Maramotti, Max&Co.’s brand director and a member of the Max Mara Fashion Group’s Sustainability Committee.

In 2024, Mavive has initiated several new projects: it launched a new proprietary brand, presented new products for various client brands, and consolidated existing lines in many markets. “This important new license is part of our strategy of diversifying the Mavive portfolio and expanding our range, operations that will allow us to support our 5-year business plan, which combines ambitious objectives with balanced growth,” said Marco Vidal, CEO of Mavive. 

Mavive SpA was founded in 1986 by Massimo Vidal, as an extension of family perfumery company Vidal Profumi. It is now led by the family’s third and fourth generations, having started to operate in the personal care sector as Vidal Profumi in 1900.

In 2023, Mavive posted a 15% revenue growth over 2022, and a 45% one over 2019.