Group

Mavive S.p.A.

5 brands · founded 1986 · Italy

Mavive S.p.A. is an Italian fragrance company based in Venice, established in 1986 by Massimo Vidal [1]. It grew out of the Vidal family's long-standing perfume business, and the company describes itself as an offshoot of that heritage — the Vidal family first entered the body-care sector in the early 1900s [1]. The company name "S.p.A." stands for società per azioni, an Italian joint-stock company; in Mavive's case it is privately held.

The group develops and markets its own perfume brands and also produces fragrances under licence for third parties. According to Mavive, the business today sits under the stewardship of the third and fourth generation of the Vidal family [1].

History & milestones

Mavive traces its corporate founding to 1986, when Massimo Vidal set up the company and brought the Pino Silvestre brand back into the Vidal family's hands [1]. The move rooted the new company in an existing fragrance name while giving the family a vehicle for building brands of its own.

A civic source adds context and one discrepancy: the Fondazione Musei Civici di Venezia (MUVE), which lists Mavive among its partners, describes the firm as a Venetian company of the Vidal family founded as an offshoot of the family business Vidal Profumi [3]. MUVE records the founding year as 1987, whereas Mavive's own pages state 1986 consistently; the company's date is used here [1][3].

Portfolio & brands

Mavive's portfolio is built around fragrance brands it develops in-house. The company's heritage timeline lists five owned names:

- Pino Silvestre, the established pine-based men's fragrance brand reacquired by the family in 1986 [1]. - Monotheme, created as an in-house brand in 2003. - The Merchant of Venice, launched in 2013 and tied to the city where the company is based. - ALPS, introduced in 2022. - Spezieria di San Marco, the most recent addition, created in 2024 [1].

Alongside these owned brands, Mavive also manufactures and distributes fragrances under licence for outside labels, though those licensed names are not part of the group's own portfolio.

Acquisitions & strategy

Mavive's development has come mainly through building brands internally rather than through outside acquisitions. The one clear reacquisition is foundational: at the company's creation in 1986, Massimo Vidal recovered the Pino Silvestre brand for the Vidal family [1]. From there the group's stated approach has been to add in-house brands over time — Monotheme in 2003, The Merchant of Venice in 2013, ALPS in 2022 and Spezieria di San Marco in 2024 [1]. The pattern points to organic brand creation, spaced across roughly two decades, as the group's principal growth strategy.

Ownership

Mavive is privately held and family-owned. The company states that it remains under the control of the Vidal family, now in its third and fourth generations [1]. No public stock listing or outside shareholding is recorded in the available sources, and the group operates from its headquarters in Venice [1][2].

Brands in the group