Max & Moi
Max & Moi is a privately held Parisian luxury women's fashion house (founded 2007) selling premium cashmere, silk, and leather apparel through 20+ owned boutiques across Europe and a global DTC e-commerce store serving affluent women, with an accessible M&M second line and Furever zero-fur sub-brand.
- Company typePrivate
- Founded2007
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Max & Moi does
Max & Moi is a privately held Parisian luxury women's fashion house founded in 2007, operating under the artistic direction of Emma Lederer. The Maison designs and sells premium apparel and accessories built around signature natural materials — cashmere, silk, lambskin leather, suede, linen, wool, and viscose — with garments produced in Parisian workshops and in France/Spain for leather pieces. Core product technology includes the washable stretch lambskin Perlegging (in continuous production since 2013 across 20+ colors) and proprietary bi-material knitwear combining cashmere or wool with leather, suede, or silk panels. Signature lines include the HORIZON Spring-Summer 2026 collection (258+ SKUs), the LEVY silk shirt, the Iconic Poncho, and dedicated sub-collections for silk, suede, denim, linen, and ceremony wear.
The business distributes exclusively direct-to-consumer through two channels: a global e-commerce storefront (maxemoi.com) supporting USD, EUR, CHF, GBP and 50+ additional markets with free delivery and returns in France and Europe, and an owned retail network of 20+ boutiques across France (including four in Paris — Marbeuf, Victor Hugo, Courcelles, and Courbet outlet — plus Lyon, Deauville, Cannes, Megève, Courchevel, Val-d'Isère, Neuilly, Nice), Switzerland (Chavannes, Lucerne, Lausanne, Crans Montana, Montreux, Bern), Belgium (Knokke, Uccle), Luxembourg, and Estonia. Revenue is generated via one-time retail sales of the main luxury line ($80-$1,400+ per item), the accessible M&M by MAX&MOI second line ($70-$350), the 2023-launched Furever zero-fur label, the Elixir Ambiance Iconique home fragrance ($35), pre-order made-to-order campaigns, and the MAX&MOI VINTAGE second-hand exchange platform. Pricing is unit-based with seasonal sales (up to 50-60% off) and 3x installment payments via Alma. The customer base is affluent women across Europe and global DTC markets, with no enterprise or wholesale concentration.
Max & Moi firmographics
Firmographics- Name
- Max & Moi
- Legal name
- Max & Moi
- Website
- https://maxemoi.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Max & Moi is a privately held Parisian luxury women's fashion house (founded 2007) selling premium cashmere, silk, and leather apparel through 20+ owned boutiques across Europe and a global DTC e-commerce store serving affluent women, with an accessible M&M second line and Furever zero-fur sub-brand.
- Ownership category
- akta.pro rank
Max & Moi industry classification
Industry- Product category
- Luxury Women's Apparel
- NAICS
- Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (315250), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Leather & Leather Products (3100), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Luxury & Designer Apparel Houses (CRAAAAAC)
- akta.pro secondary industries
- Luxury Fashion (Ready-to-Wear & Couture) (CRAKAFAE), Luxury & Designer Apparel Retail (CRAAABAI), Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL), Luxury & Designer Leather Goods Manufacturing (IMAOAHAG)
Keywords
Where Max & Moi is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices19 records
Markets served
Max & Moi business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: The primary revenue channel is direct-to-consumer online sales through maxemoi.com, which supports multiple currencies (USD, EUR, CHF, GBP) and ships to numerous countries globally. Free standard delivery and returns are offered in France and Europe.
- Physical Retail / Boutique Sales: Revenue is generated through company-owned and operated boutiques across France, Switzerland, Belgium, and Estonia. The brand maintains an extensive store locator with over 20 boutique locations. In-store advisors provide personalized styling assistance.
- M&M by MAX&MOI Second Line: A secondary accessible line of cashmere and wool essentials sold both online and in dedicated M&M boutiques, offering entry-price products (e.g., Pima cotton T-shirts from $70, cotton and cashmere sweaters from $125) alongside the main luxury line.
- Room Fragrance Products: The brand also sells home fragrance products such as the Elixir Ambiance Iconique room fragrance ($35), expanding the MAX&MOI lifestyle ecosystem beyond apparel.
- Pre-order Campaigns: MAX&MOI operates pre-order campaigns for new collections, allowing customers to reserve pieces ahead of the season. Pre-order items are available at a more accessible price for made-to-order pieces.
- Second-hand / Vintage (MAX&MOI VINTAGE): The brand operates a second-hand platform (vintage.maxemoi.com) where customers can exchange pre-owned MAX&MOI cashmere pieces for vouchers valid in boutiques or online, supporting circular fashion and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Main MAX&MOI Line — Luxury Apparel |
| Unit Pricing | Pay-as-you-go | M&M by MAX&MOI — Accessible Second Line |
| Unit Pricing | Pay-as-you-go | Seasonal Sales Discounts |
| Unit Pricing | Pay-as-you-go | Room Fragrance — Elixir Ambiance Iconique |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels10 records
Max & Moi product offering
Product offeringCore offering
Max & Moi is a Paris-based luxury womenswear fashion house that designs, manufactures, and sells premium apparel and accessories crafted from cashmere, silk, French-tanned lambskin leather, suede, linen, and wool. The brand operates three principal lines — the main MAX&MOI luxury collection, the accessible M&M by MAX&MOI second line, and the Furever zero-fur ethical label — alongside a home fragrance product (Elixir Ambiance Iconique). Products are sold directly to consumers through the company's global e-commerce site and a network of 20+ owned boutiques across France, Switzerland, Belgium, and Estonia.
Product overview
Max & Moi (MAX&MOI) is a Parisian luxury women's fashion house offering a comprehensive wardrobe through multiple collections and sub-brands. The main MAX&MOI line features seasonal collections (HORIZON Spring-Summer 2026) with signature knitwear, leather, suede, silk, and linen pieces. The accessible second line M&M By MAX&MOI offers essential cashmere and wool pieces. Furever is the brand's zero-fur ethical label launched in 2023. Signature products include the iconic Perlegging leather leggings (since 2013), LEVY silk shirt, and Iconic Poncho. The brand also offers home fragrances (Elixir Ambiance Iconique) and accessories including scarves. Product categories span tops & shirts, sweaters & cardigans, pants, dresses & skirts, jackets & coats, and accessories.
Differentiator
Problem solved
Functional benefit
Brands
- M&M By MAX&MOI: The accessible second line of the Maison, offering essential pieces in 100% cashmere, wool and fur coats, and fluffy faux fur jackets designed for women seeking refined models with chic and modern simplicity.
- Furever
Products and services
- MAX&MOI Main Line Luxury Collections Seasonal luxury womenswear collections (e.g., Spring-Summer 2026 'HORIZON') featuring signature knitwear, leather, suede, silk, linen, and denim pieces crafted from premium natural materials in Parisian workshops. Sold through maxemoi.com and owned boutiques.
- M&M by MAX&MOI Accessible Second Line The Maison's accessible second line offering essential pieces in 100% cashmere, wool, Pima cotton, and faux fur coats/jackets for women seeking refined everyday luxury at gentler price points ($70–$350). Available through dedicated M&M boutiques and on the e-shop.
Companies that use Max & Moi
Customer profileSegments3 records
Ideal customer profiles3 records
Max & Moi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Max & Moi partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Max & Moi competitors and assessment
Company assessmentDirect peers
- Sandro: Parisian luxury contemporary womenswear and menswear label operating in the same price band and channel mix as MAX&MOI (own boutiques plus department store concessions). Directly comparable on positioning, target customer, and Parisian-design DNA.
- Maje: French luxury contemporary womenswear brand under the SMCP group alongside Sandro, with matching price architecture, boutique-led distribution and Parisian atelier heritage — the most direct head-to-head competitor.
- Ba&sh: Parisian contemporary luxury womenswear label with strong DTC emphasis and similar cashmere/wool-driven assortment. Comparable on Parisian roots, accessible-luxury pricing, and a lifestyle-leaning brand narrative.
- IRO: French luxury contemporary womenswear brand with a similar Parisian design DNA and resort-ski-season retail strategy. Comparable on premium-materials emphasis (leather, silk) and cashmere/knitwear assortment.
- Zadig & Voltaire: Parisian contemporary luxury label with a cashmere-led, rock-chic aesthetic and a comparable own-boutique-plus-DTC distribution model. Direct overlap on category, geography and target demographic.
- The Kooples: French luxury contemporary fashion house with comparable price points, own-store distribution and a similar Paris-based brand identity. Overlaps with MAX&MOI on womenswear appeal, materials emphasis (leather, knitwear), and selective resort/ski retail.
- Joseph: London-based contemporary luxury womenswear label focused on knitwear and considered materials. Comparable to MAX&MOI on its knitwear-plus-leather assortment and premium-boutique distribution.
Broad incumbents
- Brunello Cucinelli: Italian luxury house renowned for cashmere and artisanal knitwear — a broader incumbent that overlaps with MAX&MOI on the cashmere/silk/leather materials platform and resort-ski distribution, but at a higher price tier and global scale.
- Stella McCartney: Global luxury house built around ethical and sustainable luxury, directly parallel to MAX&MOI's Furever positioning and faux-fur stance. Overlaps on luxury womenswear assortment and ethical material innovation.
Emerging players
- Sézane: Parisian DTC-first contemporary fashion brand with accessible price points comparable to MAX&MOI's M&M line. Overlaps on cashmere essentials, French brand narrative, and strong e-commerce-led growth, though operating at a more accessible price point.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Max & Moi social profiles
Digital presenceMax & Moi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max & Moi leadership team
Management profileNumber of profiles
Profiles1 record
Max & Moi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max & Moi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Max & Moi
What does Max & Moi do?
Max & Moi is a Paris-based luxury womenswear fashion house that designs, manufactures, and sells premium apparel and accessories crafted from cashmere, silk, French-tanned lambskin leather, suede, linen, and wool. The brand operates three principal lines — the main MAX&MOI luxury collection, the accessible M&M by MAX&MOI second line, and the Furever zero-fur ethical label — alongside a home fragrance product (Elixir Ambiance Iconique). Products are sold directly to consumers through the company's global e-commerce site and a network of 20+ owned boutiques across France, Switzerland, Belgium, and Estonia.
Is Max & Moi a public or private company?
Max & Moi is a private company. It is classified as unknown and is currently operating.
When was Max & Moi founded?
Max & Moi was founded in 2007. It employs 11 to 50 people.
Where is Max & Moi based?
Max & Moi is headquartered in Paris, France, in the Europe region.
How does Max & Moi make money?
Six revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are physical Retail / Boutique Sales, M&M by MAX&MOI Second Line, room Fragrance Products, pre-order Campaigns and second-hand / Vintage (MAX&MOI VINTAGE).
Who are Max & Moi's main competitors?
Direct peers on record are Sandro, Maje, Ba&sh, IRO, Zadig & Voltaire, The Kooples and Joseph. Broad incumbents are Brunello Cucinelli and Stella McCartney. Sézane is listed as an emerging player.
Does Max & Moi have an API?
No public API is recorded for Max & Moi.
What industry is Max & Moi in?
Max & Moi's product category is Luxury Women's Apparel. Its primary akta.pro industry code is CRAAAAAC, Luxury & Designer Apparel Houses, with a secondary code of CRAKAFAE, Luxury Fashion (Ready-to-Wear & Couture). Its NAICS code is 315 and its SIC code is 5621.