Reliance Brands, part of Reliance Retail Ventures, has signed a long-term master franchise agreement to launch the Italian fashion label MAX&Co in the Indian market.

Established in 1986 and owned by the Max Mara Fashion Group, MAX&Co retails online and through more than 400 stores globally.

The first Indian outlet is planned for Mumbai in early 2026, with additional locations to follow in major metropolitan centres.

Isha Ambani, executive director of Reliance Retail Ventures, stated: “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.

“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.”

The stores will feature the brand’s full range, including clothing, accessories and its seasonal &Co.llaboration capsules.

Maria Giulia Prezioso Maramotti, MAX&Co brand divisional director and Max Mara Fashion Group board member, stated: “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.”

Reliance Brands, founded in 2007 to scale global fashion and lifestyle names across luxury to premium segments in India, manages a portfolio that includes Armani Exchange, Armani Caffe, Hamleys, Hugo Boss and Hunkemoller.

The company operates more than 1,590 stores nationwide, spanning standalone formats and shop-in-shops.

Alongside international partnerships, it has invested in Indian designer labels and completed notable overseas acquisitions, including toy retailer Hamleys, which now trades in 13 countries.