Max&Co.
Max Mara Fashion Group · Italy
Max&Co. is the contemporary womenswear brand of the Max Mara Fashion Group, the family-owned company from Reggio Emilia. It targets a younger customer than Max Mara with versatile, trend-aware collections and regular designer collaborations.
| Owner | Max Mara Fashion Group (Maramotti family) |
|---|---|
| Group founded | 1951 by Achille Maramotti |
| Group chairman | Luigi Maramotti |
| Headquarters | Reggio Emilia, Italy |
| Segment | Contemporary womenswear |
| Website | maxandco.com |
What is Max&Co.?
Max&Co. is an Italian fashion brand for women and girls. The Max Mara Fashion Group describes it as a contemporary brand offering modern women a vibrant, stylish and versatile wardrobe that suits changing lifestyles, while the brand's own site calls it youthful and vibrant fashion made in Italy.
History
Max&Co. was created within the Max Mara Fashion Group, which Achille Maramotti founded in Reggio Emilia in 1951 as Confezioni Maramotti and renamed Max Mara in 1957. The group remains privately owned by the Maramotti family, with Luigi Maramotti as chairman, and has developed more than 30 labels over its history, of which Max&Co. is one of the largest.
In recent years the brand has built a programme of collaborations, branded &Co.llaboration, inviting designers and artists to create capsule collections. Recent partners featured on its site include the designer Sami Miró and the artist Pietro Terzini.
Products and positioning
Max&Co. sits in the premium contemporary segment, below the Max Mara mainline in price:
- Coats, trench coats, jackets and puffer jackets
- Dresses, knitwear, shirts, trousers and denim
- Bags and shoes
- Jewellery, scarves and hats
The look is more playful and trend-driven than Max Mara, while drawing on the group's know-how in outerwear.
Business model and distribution
The brand is sold through monobrand stores operated by the group or by partners, department store spaces and its own e-commerce sites. Retail in some markets runs through group entities such as Max Mara Retail.
Why it matters
Max&Co. illustrates how a family-owned luxury group uses a portfolio of brands to address different ages and price points. Its collaboration programme is a notable example of an established contemporary brand using guest designers to stay relevant with younger customers.
Frequently asked questions
Is Max&Co. part of Max Mara?
Yes. Max&Co. belongs to the Max Mara Fashion Group, the family-owned company founded by Achille Maramotti in Reggio Emilia in 1951. It is positioned as the group's younger, more contemporary brand.
Is Max&Co. a luxury brand?
Max&Co. is a premium contemporary brand rather than a luxury label. It is priced below the Max Mara mainline and targets a younger customer.