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Max Mara group to launch two new contemporary brands

Lauretta Roberts
28 June 2016

Italian fashion group Max Mara is to launch two new contemporary womenswear brands in time for next Spring. Aiim and Tresophie will launch in multi-brand stores across the UK, France, Spain and Russia for Spring 17 and in US multi-brand stores for Autumn 17, while each brand will have their own standalone stores by the end of next year.

Aiim will offer contemporary knitwear, such as sweaters, cardigans, dresses and skirts and its first collection of 50 pieces has been inspired by Czech art nouveau artist Alphonse Mucha. The average price point for the collection is €160.

Tresophie is a collection of formalwear, including dresses and separates for a number of occasions. It includes three distinct styles, including romantic, glamorous and traditional evening wear. The average price point for this collection is €280.

The Max Mara group  was founded in 1951 and the addition of Aiim and Tresophie will take its number of brands to 11. As well as its main brand Max Mara, which is particularly renowned for its coats, the group owns Sportmax, Weekend Max Mara, Max & Co, Marella, iBlues, Pennyblack, Marina Rinaldi and Persona.

It has seven standalone stores in the UK, in London, Richmond-upon-Thames and Belfast. Worldwide the group has more than 2,300 monobrand stores and is available in more than 10,000 multi-brand stores.

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