Shiseido and Max Mara appear set to enter into a long-term agreement under which Shiseido will have the exclusive worldwide license to develop, produce, market and distribute fragrances under the Max Mara brand.
Fashion licenses have been a key business focus in 2024, as seen with Coty x Marni.
The agreement will further grow Shiseido’s fragrance-centric business in Europe.
Per Statista, the 2024 fragrance market in Europe will total $18.46 billion, expanding at about 1.6% per year through 2028.
Masahiko Uotani, chairman and CEO of Shiseido, says, “Because it is a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara, which is loved worldwide for its high quality, uncompromising brand value, and design sensibilities. Through discussions with chairman Luigi Maramotti, I’ve come to know that both companies share many values related to our corporate cultures, management philosophies, and talent development, and I’m honored that Shiseido has been able to connect with such a partner. I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies.”
Luigi Maramotti, chairman of Max Mara Fashion Group, adds, “It is a great opportunity for Max Mara to begin such a visionary collaboration in the fragrance business. Shiseido is a company with a rich history and impressive track record to always show the ability and the courage to research, develop and innovate. I have personally followed Shiseido with keen interest and I have long-admired their product strategies. I have connected with their management team on a number of occasions in the past, and have always been impressed by their drive and professionalism. We share a very similar corporate culture: one based on the centrality of human resources; deep respect for the company's founding principles; and an honest and respectful relationship style. I was very happy to find in chairman Mr. Masahiko Uotani, someone with whom I share the deepest core values that are necessary to make such a venture successful.”
Alberto Noé, president and CEO, Shiseido EMEA, notes, “This upcoming agreement aligns with our strategy to strengthen our fragrance brand portfolio driving mutual growth and new opportunities for both brands worldwide. The collaboration of our two companies, with their unique heritage and strengths will open a new path to exceptional beauty innovations for global consumers.”
