LONDON — Max&Co. is stepping up its U.K. ambitions with a flagship planted on the more luxury-focused end of Regent Street, neighboring Burberry, Mulberry and Penhaligon’s.
Opened Friday, the split-level store spans 2,600 square feet and was designed to translate the Max Mara Group-owned label’s refreshed positioning into a physical manifestation, anchored by an experience-led retail strategy with a selection of the fall 2026 collection on offer.
Maria Giulia Prezioso Maramotti, brand divisional director at Max&Co., who represents the third generation of the family running the business, said the brand’s first U.K. flagship marks a key milestone in its evolution and the growth strategy for the U.K. market.
“London is one of the most influential fashion capitals, and Regent Street gives us a highly visible platform to express our new direction in an immersive way,” she added.
The brand described London as a strategic market where the contemporary segment is competitive and increasingly driven by experience, community and storytelling. Max&Co.’s London opening with its new push for a younger, self-expressive clientele can help inform the brand to roll out similar concepts in other key locations.
The flagship is designed to make the Max&Co. identity more tangible and relevant for the London customer with industrial rails, cement-effect stoneware, glossy white parquet floors, and a show-stealing sculptural glass and resin staircase in the brand’s signature red.
“Through the store concept, the styling, and the product edit, [we hope] customers can experience our world more clearly: playful, confident and sophisticated,” Maramotti added.
The ground floor focuses on showcasing the latest collaborations. Currently on display is the collaboration with Los Angeles-based designer Sami Miró, offering a fresh take on upcycling via denim and workwear, open seams, patchworking and layered constructions.
Up next, the London flagship will be used to present the brand’s next creative partnership with Christopher Raeburn, featuring eco-friendly outerwear with recycled fabrics this fall.
Maramotti said collaborations are essential to Max&Co. because they open the brand to new communities and cultural conversations. “In London, we are targeting partners who feel authentic to the city: creative talents, designers and cultural pioneers who have a genuine connection with self-expression,” she added.
The Raeburn project falls under the & Co. collaborations initiative, which was kicked off with a co-branded capsule in the spring of 2022, created with Margherita Maccapani Missoni. It was followed over the seasons with others, including British designer Richard Quinn; stylist and fashion editor Anna Dello Russo; designer and curator Duro Olowu, and artist Pietro Terzini, to name a few.
Max&Co. London flagship on Regent Street.
KALORY Photo and Video
The upper level is conceived as a flexible, event-led environment that can shift from store to salon-style space or cultural venue, catering to the brand’s ambitious activity programming throughout the year.
“We see this flagship as much more than a transactional retail space. It’s a place where our community can meet and experience the brand personally. Events and cultural activations will play an important role in driving qualified footfall, attracting consumers who connect with our creative energy,” said Maramotti.
Programming, she added, is expected to focus on fashion, music and local culture, complemented by styling appointments and community partnerships designed to increase visit frequency and build deeper emotional connections with customers.
