Mavive

What Mavive does

Mavive S.p.A. is an Italian fragrance and cosmetics company founded in 1986 by Massimo Vidal and headquartered in Dese (Venezia), Italy. The company operates within a multi-generational family business — the Vidal family has been active in the body-care sector since the early 1900s and the firm is currently run by the third and fourth generation. Mavive develops, manufactures, and distributes perfumes and personal care products through a dual portfolio model combining owned brands (Police, Monotheme, Pino Silvestre, Spezieria Di San Marco Venezia 1437, Q+A, ALPS, Perlena) with inbound licensed brands (BMW, Furla, CR7, Jacadi, Genny, North Sails). The Police brand and its TO BE and CONTEMPORARY sub-lines constitute the core revenue engine, while licensed partnerships extend the company into automotive, luxury fashion, sports/lifestyle, and children's segments.

The company's commercial model is hybrid. On the demand side, Mavive sells direct-to-consumer through its e-commerce platform (mavive.com, operated with Calicantus S.r.l. as the eShop partner), and through Italian perfumery retailers (Estasi, Sensation, Ideabellezza, Mallardo) and global travel retail — including duty-free channels developed via TFWA Asia Pacific exhibitions. On the supply side, the firm acts as a licensee and brand-extension manufacturer for major non-fragrance owners (BMW, Furla, Cristiano Ronaldo's CR7, Jacadi, Genny, North Sails), creating and commercializing perfume lines under those brand names and paying royalties to the licensors. Products are priced across tiers from accessible premium (Monotheme Classic around $25–33 per 100ml) to premium (Police TO BE MY.AVATAR at $49). Distribution spans Italy, the EU, and international markets; shipments to the United States are currently suspended due to customs regulations.

Underlying capabilities include multi-decade fragrance formulation expertise, a deep historical archive (used for the "L2 – 120 VIDAL" heritage project with the University of Padua), GDPR-compliant data handling, and basic digital infrastructure (Google Analytics, Google AdWords, Zendesk for support, PayPal for payments, UPS/BRT for logistics). The firm employs between 101 and 250 people, holds €500,000 of registered share capital, and has received modest EU training grants (€35,680 from PR VENETO FSE+ 2021-2027) for an internal AI upskilling program covering 12 employees in digital marketing, graphics/design, cybersecurity, and HR. There is no evidence of institutional external investment, public listing, or subsidiary structure.

Name

Mavive

Legal name

Mavive S.P.A.

Website

https://mavive.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

Mavive is a family-owned Italian fragrance and cosmetics company that develops, manufactures, and distributes perfumes and personal care products under owned brands (Police, Monotheme, Pino Silvestre) and licensed brands (BMW, Furla, CR7, North Sails, Jacadi) to consumers in 120+ countries via e-commerce, retail, and travel retail.

Ownership category

akta.pro rank

Product category

Fragrances and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

akta.pro secondary industries

Niche & Artisan Fragrance (CRABADAH), Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

Keywords

• Fragrance manufacturing
• Licensed perfume brands
• Italian cosmetics
• Travel retail perfumes
• Brand licensing fragrances

Headquarters

HQ city

Venezia

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Fragrance and Cosmetics Sales: Mavive generates primary revenue through the manufacture and sale of perfumes, body care products, and cosmetics under owned brands (Police, Monotheme, Pino Silvestre) and licensed brands (Furla, BMW, CR7, Jacadi, North Sails). Products are sold directly through their e-commerce platform and through retail and travel retail partners globally.
2. Licensing Royalties: As a licensee for major brands like BMW, Furla, CR7, and Jacadi, Mavive develops and commercializes fragrance products under these brand names in exchange for licensing agreements, generating revenue through product sales while paying royalties to brand owners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Mavive develops, manufactures, and commercializes perfumes, body care, and cosmetic products under a multi-brand portfolio. The company sells both its own fragrance brands (Police, Monotheme, Pino Silvestre, Spezieria Di San Marco Venezia 1437, Q+A, ALPS) and licensed brands (Furla, BMW, CR7, Jacadi, North Sails, Genny) through its e-commerce platform, perfumery retailers, and travel retail channels worldwide.

Product overview

Mavive is an Italian fragrance and cosmetics company founded in 1986 (with family heritage dating to the 1900s) and now in its third and fourth generation of the Vidal family. The company operates a multi-brand portfolio combining owned brands with licensed brands. Core owned brands include POLICE (primary fragrance brand with TO BE and CONTEMPORARY sub-lines), MONOTHEME (classic Venetian fragrances with Natural sustainable line), Q+A (skincare and bodycare), ALPS (Alpine lifestyle), and Spezieria Di San Marco Venezia 1437 (heritage pharmacy line). Licensed brands include Furla (luxury accessories), BMW (automotive), CR7 (Cristiano Ronaldo), GENNY (fashion), JACADI (children's), Pino Silvestre (Italian forest), and NORTH SAILS (ocean lifestyle). Products are sold through the Mavive e-Shop platform managed by Calicantus S.r.l., with distribution to consumers in Italy, EU, and internationally. The company also participates in travel retail through TFWA exhibitions.

Differentiator

Problem solved

Functional benefit

Brands

• POLICE: Main fragrance brand featuring sub-lines including TO BE, Contemporary, Rich Guy & Girl, and Potion
• MONOTHEME
• Furla
• BMW
• Pino Silvestre
• CR7
• JACADI
• GENNY
• NORTH SAILS
• Q+A
• ALPS
• Spezieria Di San Marco Venezia 1437
• PERLENA

Products and services

• Police Primary owned fragrance brand featuring multiple sub-lines including TO BE (metaverse-inspired), CONTEMPORARY (trendy), Potion (bold), and RICH GUY & GIRL (luxury). Unisex and gender-specific perfumes targeting fashion-conscious consumers.
• Monotheme Classic Italian fragrance collection created in Venice with high quality and classically elegant style. Includes Classic Collection, Black Label, Libro degli Agrumi (citrus book), ECOPURE, and Natural sub-lines. Made in Italy with prevalent raw ingredient focus.
• Furla Fragrance Collection Luxury accessories brand fragrances including Adorabile, Armoniosa, Pura, Mistica, Unica, Autentica, Fragrance Collection, and Furla Body Mist. Licensed brand targeting sophisticated consumers.
• BMW Fragrance Automotive brand fragrances expressing BMW M's passion for thrilling drive and innovation. Luxury car-inspired fragrance collection.
• Pino Silvestre Italian forest-themed fragrance brand featuring Original and Italian Citrus and Amber Woods variants with accompanying Bath & Shower products.
• CR7 Cristiano Ronaldo-branded fragrances including Game On, Origins, Fearless, and Discover variants. Licensed brand targeting sports and lifestyle consumers.
• Jacadi French children's clothing brand fragrances including Eaux de Senteur, Eaux de Toilette, and Bodycare products.
• Genny Fashion brand fragrances featuring the Genny Gold Collection. Licensed brand by designer house.
• Spezieria Di San Marco Venezia 1437 Heritage fragrance line inspired by 15th-century Venice pharmacy tradition. Products include Eau De Cologne, Eau De Parfum, Hand Cream, and Shower Gel. Evocative historical positioning.
• Q+A Skincare and bodycare brand featuring natural and high-quality ingredients. Includes Skincare and Bodycare product lines.
• ALPS Alpine lifestyle brand inspired by Dolomites heritage. Features Cortina fragrance blending Alpine peak purity with contemporary Milan elegance. Includes skincare and bodycare products.
• North Sails Ocean-inspired lifestyle brand featuring Eau de Toilette and Body Shower products. International partnership for ocean and wind themed fragrances.
• Monotheme Natural Sustainable, nature-focused unisex perfume collection. Made in Italy with natural essences. Fruity and floral notes with chromatic olfactory families. Vegan certified. Targets conscious consumers.
• Perlena Cosmetics Cosmetics product line under Perlena brand including cosmetic products.
• Mavive e-Shop Italian e-commerce platform managed in partnership with Calicantus S.r.l. for online sales of Mavive's fragrance and cosmetics portfolio. Offers B2C sales, order management, tracking, and customer accounts. Ships to Italy, EU, and international destinations.

Quantifiable outcome

• Vidal family has been in the body-care sector for over 120 years since early 1900s
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• University of PaduaminorStrategic or Co-development Partner · 29 June 2020Mavive partnered with University of Padua for the L2 - 120 VIDAL project (€92,278 EU funding) to create a company monograph documenting 120 years of history, with research fellowship and historical archive development.
• Confindustria VeneziaminorStrategic or Co-development Partner · 29 June 2020Confindustria Venezia Area Metropolitana di Venezia e Rovigo is a network partner in the L2 - 120 VIDAL project, participating in territorial network development and promotional activities.
• North SailscoreStrategic or Co-development PartnerMavive announced an international partnership with North Sails, a global icon of ocean-inspired lifestyle and adventure. The partnership involves creation of fragrances inspired by ocean and wind themes, with products like 'Ocean & Wind' Eau de Toilette and Body Shower. This represents Mavive's expansion into the sailing/lifestyle fragrance segment.
• Calicantus S.r.l.coreImplementation/ SI/ Consulting PartnerCalicantus S.r.l. serves as the eShop Partner for Mavive, managing sales, order processing, shipping, and customer service for the mavive.com e-commerce platform. Located at Via L. Mazzon 30, Quarto d'Altino (VE), Italy.
• Spezieria Di San Marco Venezia 1437minorStrategic or Co-development PartnerHistoric Venice pharmacy brand created by Mavive to preserve and commercialize traditional Venetian fragrance heritage. Products include Eau De Cologne, Eau De Parfum, Hand Cream, and Shower Gel inspired by 1437 Venice pharmacy traditions.

Scale indicators5 records

Direct peers

• Euroitalia S.r.l. Italian family-owned fragrance company that develops and produces licensed and owned perfume brands. Directly comparable to Mavive due to its Italian mid-market size, master-license model, and multi-brand portfolio strategy across fashion and lifestyle licenses.
• Inter Parfums, Inc. US-listed company that holds master licenses for designer fragrances (e.g., Coach, Montblanc, Jimmy Choo, Ferragamo) and operates a similar licensee-steward model to Mavive, though at materially larger scale. The cleanest public-market benchmark for Mavive's licensed-brand operating model.
• Selective Beauty S.r.l. Italian privately-held fragrance company that produces licensed perfumes for fashion houses. Highly comparable on size, geography, and licensed-brand mix, and competes with Mavive for the same pool of Italian and European fashion-license contracts.
• Acqua di Parma: Italian heritage luxury fragrance house (acquired by LVMH) with a Venice/Italy narrative similar to Mavive's Spezieria Di San Marco and Monotheme lines. Comparable on Made-in-Italy positioning and premium-tier fragrance development, though at a much larger scale.
• Officina Profumo-Farmaceutica di Santa Maria Novella: Historic Italian pharmacy/fragrance house founded in 1221. Directly comparable to Mavive's Spezieria Di San Marco Venezia 1437 heritage brand in terms of historical storytelling, Made-in-Italy positioning, and premium heritage-channel distribution.
• Xerjoff S.p.A. Italian niche/artisan fragrance house headquartered in Turin. Comparable on Made-in-Italy positioning, premium and niche-tier positioning, and multi-brand portfolio structure targeting the same global travel-retail and specialty-store channels as Mavive's Monotheme.
• Profumum Roma: Italian family-run niche fragrance house based in Rome. Comparable on size, family ownership profile, Made-in-Italy positioning, and channel mix (specialty retail and travel retail) versus Mavive's classic Italian lines.

Broad incumbents

• Puig S.A. Spanish global fashion and fragrance house that holds licenses for major designer brands (e.g., Carolina Herrera, Jean Paul Gaultier) and owns fragrance brands. A much larger incumbent operating in the same license-based fragrance development space as Mavive.
• Coty Inc. Global mass and prestige fragrance company with major licensed brands (Hugo Boss, Calvin Klein, Gucci beauty). Comparable business model of steward-franchising for non-fragrance houses, but at vastly greater scale and with stronger US/global distribution.
• L'Oréal Luxe: Division of L'Oréal covering prestige fragrance brands (Lancôme, YSL, Armani, Ralph Lauren fragrances). Competes with Mavive for license contracts from major fashion and lifestyle houses and dominates the global prestige fragrance distribution Mavive targets through travel retail.

Market position

Strengths4 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MaviveParfumsVenezia
• LinkedInlinkedin.com/company/mavive-spa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mavive