PARIS – Shiseido and Max Mara mentioned they intend to enter right into a long-term perfume license, underneath which the Japanese magnificence large will develop, produce and distribute fragrances underneath the Italian luxurious style home.
The license will probably be operated by Shiseido EMEA, which is a full subsidiary of Shiseido.
The corporate underlined how in recent times the worldwide perfume market has develop into among the many progress drivers for Shiseido’s European enterprise, whose focus has been on that product section.
Gross sales of status perfume – the most popular class within the booming fragrance section – generated 5.23 billion euros in Europe final yr, up 22.8 % on-year, in line with Statista.
“The event, manufacturing and gross sales of Max Mara‘s fragrances are anticipated to contribute to additional world progress of Shiseido’s perfume enterprise,” Shiseido mentioned in an announcement launched Thursday. “Shiseido and Max Mara share their dedication to the very best requirements of high quality, innovation, and buyer satisfaction.”
“As a result of it’s a model that represents Italian luxurious and has a wealthy historical past, I’m very excited in regards to the collaboration with Max Mara, which is cherished worldwide for its prime quality, uncompromising model worth, and design sensibilities,” mentioned Masahiko Uotoni, chairman and chief govt officer of Shiseido.
“By discussions with chairman Luigi Maramotti, I’ve come to know that each corporations share many values associated to our company cultures, administration philosophies, and expertise growth, and I’m honored that Shiseido has been in a position to join with such a accomplice,” he continued. “I firmly consider that our partnership will contribute to our perfume enterprise, not solely via additional progress however by additionally creating synergies.”
Max Mara RTW Fall 2024
Givanni Giannoni/WWD
“It’s a nice alternative for Max Mara to start such a visionary collaboration within the perfume enterprise,” mentioned Maramotti. “Shiseido is an organization with a wealthy historical past and spectacular monitor document to at all times present the flexibility and the braveness to analysis, develop, and innovate.
“I’ve personally adopted Shiseido with eager curiosity,and I’ve long-admired their product methods,” he added. “I’ve linked with their administration crew on quite a few events previously, and have at all times been impressed by their drive and professionalism. We share a really related company tradition: one based mostly on the centrality of human assets; deep respect for the corporate’s founding ideas, and an sincere and respectful relationship model.
“I used to be very completely happy to seek out in chairman, Mr. Masahiko Uotani, somebody with whom I share the deepest core values which are essential to make such a enterprise profitable,” mentioned Maramotti.
“This upcoming settlement aligns with our technique to strengthen our perfume model portfolio driving mutual progress and new alternatives for each manufacturers worldwide,” mentioned Alberto Noé, president & CEO Shiseido EMEA. “The collaboration of our two corporations, with their distinctive heritage and strengths will open a brand new path to distinctive magnificence improvements for world customers.”
In 2006, Max Mara signed a worldwide licensing settlement with Selective Magnificence to provide and distribute status fragrances for the model. The license beforehand was managed via a three way partnership between Procter & Gamble’s Cosmopolitan Cosmetics division and the Max Mara Group.
On Thursday, Max Mara mentioned that “the choice to enter now into a brand new long-term partnership settlement stems from the willpower to entrust this venture to one of many essential world gamers within the perfume and wonder sector.”
Max Mara was established in Reggio Emilia in 1951 by founder Achille Maramotti. The model is designed by artistic director Ian Griffiths and phases its seasonal style reveals in Milan.
Max Mara has constructed its repute through the years with a protracted listing of coats which have made historical past, such because the 101801 design, which celebrated its fortieth anniversary in 2021, or the robe-like Manuela coat launched within the ’90s and the Teddy Coat, launched by Griffiths and which marked its tenth anniversary final yr with the profitable Fluffy Residences activations around the globe. The model’s camel coat has develop into a model staple, showing on show at London’s Victoria & Albert Museum, on the Trend Museum of Paris and in Copenhagen’s Business Museum.
Max Mara is distributed in 2,500 areas in additional than 100 international locations worldwide.
It continues to be privately owned by the Maramotti household and is a part of the Max Mara Trend Group, which counts 9 completely different manufacturers, starting from Sportmax to Max&Co and Marina Rinaldi. Within the early ‘90s, the founder handed the torch to his three youngsters: Luigi, Ignazio Marmot and Maria Ludovica Maramotti.
Shiseido was the eighth-ranked largest magnificence producer worldwide in 2023, in line with WWD Magnificence Inc’s most up-to-date Magnificence Prime 100 itemizing, with gross sales of 973 billion yen, or $6.04 billion. The corporate’s status perfume division consists of licensed style manufacturers akin to Issey Miyake, Narciso Rodriguez, Tory Burch and Zadig & Voltaire, in addition to Serge Lutens.
