BEACH DEBUT: Marella has officially entered the beachwear world with its first licensed swimwear and cover-up collection. 

The brand — part of Dedimax, a subsidiary of Max Mara Fashion Group focused on the contemporary sector — has signed an agreement with Italian specialist Area B for five years, from 2027 until 2031.

The multiyear deal will involve the production and worldwide distribution of the Marella Beachwear line, with the first collection of between 100 and 130 items arriving in Marella stores in April 2027. After that, it will be available on the brand’s website and in select stores and authorized retailers.

Established in 1999, Area B already has beachwear and underwear licenses for brands including Palm Angels, Trussardi, Iceberg, Philipp Plein and Bikkembergs. 

Marella, which has more than 200 stand-alone stores and a presence at 1,400 multibrand retailers worldwide, has been in expansion mode distribution-wise over the last year, opening new units across Europe, the U.S. and the Middle East, as reported. Next up, it will cut the ribbon of its first store in the U.K., unveiling a location at 8 Marylebone High Street in London this fall.

Last year Marella also developed capsule collections codesigned in collaboration with celebrities such as model Stella Maxwell and American model, actor, author and activist Emily Ratajkowski.