|Headquarters||Reggio Emilia, Italy|
|Key people||Achille Maramotti (Founder)
Luigi Maramotti (Chairman)
Laura Lusuardi (Fashion Coordinator)
|Revenue||€1.25 billion (2008)|
|Net income||€44.50 million (2005)|
|Owners||Luigi, Ignazio and Ludovica Maramotti|
Achille Maramotti began designing couture clothing in 1947, but officially established the Max Mara fashion house in 1951. The word "Mara" comes from a diminutive of his surname, while "Max" is a superlative chosen to strengthen the brand's name and give it a more international feel. Maramotti was one of the first men to envision that industrial processes could support the production of high quality designer clothing, in a period in which fashion was imagined solely as an artisanal activity, thus becoming the precursor of the current concept of ready-to-wear. Over the years, designers for the Max Mara brand included some amongst the most important future names, such as Karl Lagerfeld, Jean-Charles de Castelbajac, Dolce & Gabbana, Narciso Rodriguez, Luciano Soprani, Anne-Marie Beretta and Guy Paulin. The company is still owned by the Maramotti family and currently has about 2250 stores in 90 countries.
Max Mara includes 23 collections. The Max Mara womenswear main line remains the core of the company. Other labels include Sportmax, Sportmax Code, Weekend Max Mara, 'S Max Mara, Marella, Pennyblack, iBlues and Marina Rinaldi. The latter was named after Achille Maramotti's great grandmother, who in the 1800s owned an haute couture atelier in the heart of Reggio Emilia, their home town. Max&Co is a retail project by Max Mara Fashion Group founded in 1986.
Since 2004 the brand started producing and selling perfumes and cosmetics, in collaboration with Cosmopolitan Cosmetics (company of the Wella group) and, subsequently, with the company Selective Beauty.
Achille Maramotti was born on January 7, 1927 in Reggio Emilia, Italy. Maramotti was educated in Rome and received a law degree from University of Parma. In 1983 he was awarded the title of Knight within the Order of Merit for Labour. He died in Albinea, Italy, on 12 January 2005. His sons Luigi and Ignazio and his daughter Ludovica currently run the family business. Achille Maramotti was a great patron of the arts; his important collection of contemporary art from Europe and America is open to the public.
Notes and references
- Ashworth, Anne (2008), MaxMara: A store that's always maximally stylish, The Times (London, published 2008-03-14), retrieved 2008-04-09
- Barbieri, Annalisa (2005), Tycoon who pioneered 'off the peg' designer clothes with his fashion label MaxMara, The Independent (London, published 2005-01-24), retrieved 2008-04-09