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Shiseido enters long-term fragrance agreement with Max Mara

Sophie Smith
04 July 2024

Shiseido Company has entered a long-term fragrance partnership with Italian luxury fashion house Max Mara as it looks to drive further growth within the category. 

Under the new agreement, Shiseido EMEA will have the exclusive worldwide license to develop, produce, market, and distribute fragrances for the Max Mara brand.

The new collaboration is set to expand both companies’ global offerings and leverage their combined expertise to create and sell innovative products to consumers worldwide.

It comes as the category continues to drive growth for Shiseido’s business in Europe, with the development, production, and sales of Max Mara's fragrances expected to contribute to further global growth.

Masahiko Uotani, Chairman and Chief Executive Officer at Shiseido, said: "As 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.

"Both companies share many values related to our corporate cultures, management philosophies, and talent development, and I’m honoured that Shiseido has been able to connect with such a partner. I believe the 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, added: "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.

"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."

Earlier this year, Shiseido reported an increase in sales to £1.2 billion (¥249.5 billion) for the first quarter as it continues to drive UK growth with increased brand awareness and sales in the region.

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