Reliance Brands Limited on Wednesday announced that it has signed a long-term master franchise agreement with Italy’s Max Mara Fashion Group to bring its contemporary womenswear label MAX&Co. to India.
As part of the partnership, Reliance said it will introduce MAX&Co.’s signature “fluid, mix-and-match” approach to Indian consumers, offering a full range of apparel and accessories.
MAX&Co. first store in Mumbai
The first MAX&Co. store is expected to open in Mumbai in early 2026, followed by a wider rollout across key metropolitan cities. The new stores will showcase the brand’s complete collection, including the popular “‘&Co.llaboration’ capsules that represent its bolder non-conforming attitude and directional aesthetic mood”, Reliance said in an official statement.
“MAX&Co. embodies a bold, modern expression of femininity — dynamic, joyful, and unapologetically individual — a spirit that deeply resonates with the evolving style and confidence of Indian women,” said Isha Ambani, Executive Director, Reliance Retail Ventures Ltd. “Its fusion of Italian design heritage and youthful energy will have a strong appeal in India,” she added.
‘Vibrant, forward-thinking market’
Maria Giulia Prezioso Maramotti, Brand Divisional Director of MAX&Co. and Board Member of Max Mara Fashion Group, said India represents a “vibrant, forward-thinking market” that shares the brand’s passion for creativity and self-expression. “Our mission is to inspire a new community of women who live with confidence, curiosity, and a cool, modern attitude,” she said.
MAX&Co. was founded in 1986 and currently operates over 400 stores worldwide. It is known for its effortless Italian style and contemporary design sensibility.
Reliance Brands, a subsidiary of Reliance Retail Ventures, has been rapidly expanding its portfolio of global luxury and lifestyle partnerships. It owns marquee assets such as Hamleys, the world’s oldest toy retailer.