MAX&Co., a contemporary Italian fashion brand, is entering India through a long-term master franchise agreement with Reliance Brands Limited (RBL). MAX&Co. is a part of the Max Mara Fashion Group, one of the largest fashion houses and the first Italian clothing company.

As per the statement, RBL will introduce MAX&Co.’s well designed, quality-driven contemporary pieces and a fluid, mix and match approach to Indian consumers, further expanding its appeal to a new generation of fashion-forward women through this strategic partnership.

The inaugural store will be set up in Mumbai by early 2026, and will be followed by a national roll-out in key metropolitan cities. The store will showcase the full offering from the brand, including apparel, accessories and their seasonal ‘&Co.llaboration’ capsules.

As Indian consumers increasingly gravitate toward modern luxury and globally relevant fashion, MAX&Co. is uniquely poised to become a defining voice in the next chapter of culturally relevant womenswear in India. The Italian brand sets to position itself with a ‘style-over-trends’ mantra at its core, for women who seek originality with a rebellious streak running, highlighting its motto, ‘Together, we inspire and ignite the creative spark in everyone’.

According to Isha Ambani, Executive Director, Reliance Retail Ventures Limited, the partnership with Max Mara Fashion Group, would shape a new chapter in contemporary women’s fashion. She stated that the brand’s distinctive fusion of Italian design heritage and youthful energy will have significant appeal for the Indian woman. “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.”

Maria Giulia Prezioso Maramotti, MAX&Co. Brand Divisional Director and Max Mara Fashion Group Board Member, commenting on the partnership, said, “India represents a vibrant and forward-thinking market, one that shares our passion for creativity, style, and self-expression. Our future mission is to inspire a new community of women who live with confidence, curiosity, and a cool, modern attitude.”