Mumbai: Reliance Brands Limited (RBL) today announced that it has entered into a long-term master franchise agreement to bring MAX&Co., a contemporary Italian fashion brand, to India. MAX&Co. is a part of the Max Mara Fashion Group, one of the largest fashion houses and the first Italian clothing company. Through this strategic partnership, 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, an official statement said.

 The first MAX&Co. store is slated to open in Mumbai in early 2026, 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 that represent its bolder non-conforming attitude and directional aesthetic mood.

“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 Limited. “It’s distinctive fusion of Italian design heritage and youthful energy will have significant appeal for the Indian woman. Through our partnership with Max Mara Fashion Group, we are proud to bring this iconic global brand to India and shape a new chapter in contemporary women’s fashion.”

“We are pleased to join forces with Reliance Brands, whose strong experience in building and nurturing global premium brands makes them an ideal match for MAX&Co. in the region,” said Maria Giulia Prezioso Maramotti, MAX&Co. Brand Divisional Director and Max Mara Fashion Group Board Member. “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.”