Max&Co opens flagship store on London’s Regent Street

Max&Co, the younger and more accessibly priced sibling of Italian fashion powerhouse Max Mara, has opened a 2,637 sq ft flagship store at 133 Regent Street, “marking a defining moment in the brand’s evolution”.

The flagship is conceived as more than a retail space, described as “an immersive environment designed to express the Max&Co culture and spirit”.

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Set over two floors, the ground floor reflects the global Max&Co retail identity, while the upper level pays tribute to London’s creative community through a flexible, event-driven environment.

Featuring an iconic Mario Bellini Camaleonda sofa, alongside adaptable lighting and sound systems, the space can “effortlessly transform from store to social and cultural hub”.

Reinforcing the brand’s commitment to collaboration and local engagement, there will be a programme of events and activations aimed at bringing communities together and “celebrating this new creative era”.

The store interior combines industrial accents, such as cement-effect stoneware, glossy white parquet floors, metal gridwork and Barrisol diffused light panels, punctuated by flashes of the brand’s signature red.

At the centre of the space stands a striking red glass-and-resin staircase, reinforcing the store’s bold and contemporary identity.

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Founded in Italy in 1986, Max&Co serves as the Max Mara Fashion Group’s younger and more contemporary offering, featuring modern and versatile wardrobe staples at a slightly more accessible price point than the mainline Max Mara collections.

Anchored by the mantra “keep it cool”, Max&Co’s upcoming AW26 collection “celebrates individuality” through hybrid layering, contemporary tailoring, tactile knitwear and a mix of proportions and textures.

This follows Marella, the Max Mara-owned contemporary Italian fashion brand, opening its first standalone store in London at 8 Marylebone High Street in April.