HERITAGE

Mavive was established in 1986 by Massimo Vidal. The Vidal family first entered the body-care sector in the early 1900s. Mavive is currently under the stewardship of the third and fourth generation of the Vidal family. 
The company has its headquarters in Venice. Through this continuous source of inspiration and the relationships created over a long time, Mavive is profoundly connected with this truly unique city.

 

 

1900 1912 1937 1950 1980 1986 1999 2003 2007 2009 2013 2014

1900 - VIDAL PROFUMI FOUNDATION

Angelo Vidal established the Vidal Profumi, a company dedicated to the production and trade of soaps, spices and colonial goods imported from Asia. At San Stae in the heart of Venice, and precisely at Palazzo Mocenigo, he created the first perfumery workshop that later became the seed from which grew the history of the Vidal family.

 

 

1912 - ACQUISITION OF A SOAPWORKS

Because Angelo Vidal fully appreciated the necessity of expanding his activity beyond Venice, he accordingly acquired a small soap manufacturing business in Marghera, on the mainland near Venice where later, after WWII, he transferred his entire production activity.

1937 - LONGEGA

Acquisition of the ancient Perfumes and Lotions Manufacturer Longega.  

 

1950 - PINO SILVESTRE LAUNCH

The company launched Colonia Pino Silvestre, a trademark registered in the 1930s and with a  fragrance based on the re-interpretation of an ancient formula. This perfume was the first to use a Testimonial, that of Amedeo Nazari, and the first to use television as an advertising platform. In the 1960s, the brand launched its famous bubble bath, Bagnoschiuma Pino Silvestre. Its advertising campaign (with the white horse), one so original that the memory of it remains to this day, served to introduce to generations of Italians the use of this type of product.

1980 - ACQUIRED BY HENKEL

Vidal acquired by Henkel.

1986 - MAVIVE FOUNDATION

Massimo Vidal, grandson of the progenitor, A. Vidal, established Mavive (an acronym derived from, Massimo Vidal Venezia). He launched the new company with the Brand, Pino Silvestre. Subsequently, the company went on to acquire new brands, both owned by Mavive and under licence to it. 

 

1999 - POLICE

Acquisition of the licence, Police, masstige sector.

 

2003 - MONOTHEME

Creation of the In-House Brand, Monotheme, masstige sector.

 

 

2007 - MÄURER & WIRTZ

Acquisition of the distribution rights of the brand, 4711, masstige sector. Acquisition of the distribution rights of the brand, Tabac, masstige sector. 

2009 - ZIPPO

Acquisition of the licence, Zippo, masstige sector.

 

 

2013 - REPLAY

Acquisition of the License, Replay, selective sector. 
Creation of the In-House brand, The Merchant of Venice, selective/artistic sector. Opening of the first Perfume Museum in Italy. The museum is housed in Palazzo Mocenigo (Venice), which was recently restored through a financial contribution by Mavive, thanks to an official agreement with the Fondazione Musei Civici of Venice.

2014 - MANILA GRACE - BRIONI

Acquisition of the License, Manila Grace, selective sector. Acquisition of the distribution rights of Brioni, hyper selective sector. Cultura and Impresa Award.