Marina Rinaldi to refit 60 directly operated stores as lounges

Marina Rinaldi, the Max Mara Fashion Group label for plus-size luxury, is converting its 60 directly operated stores into town-house-style lounges, part of a rebrand that began a season earlier. Half those stores sit in Italy; 70 franchised units and 600 multibrand doors are unaffected. The core customer is aged 40 to 55. General manager Sheila De Pietri is leading the shift, WWD reported on 9 September 2026.