Max Mara
Complete VAT Refund Guide for Europe
Planning to shop at Max Mara in Europe? This comprehensive guide shows you exactly how to maximize your VAT refund savings, where to find Max Mara stores across Europe, and insider tips to get the most money back on your purchases.
About Max Mara
Founded in Reggio Emilia, Italy in 1951 by Achille Maramotti, Max Mara pioneered upscale ready-to-wear clothing and revolutionized women's wardrobes with timeless, tailored elegance. The brand's 101801 Icon Coat—designed in 1981 by Anne-Marie Beretta—is the most famous Max Mara piece globally. Inspired by the men's Ulster coat, the 101801 features camel wool-cashmere fabric and the signature "puntino" stitching detail. Worn by royalty, celebrities, and fashion editors, the Icon Coat has remained unchanged for 40+ years, embodying Max Mara's philosophy of enduring sophistication over fleeting trends.
Signature Products & Prices
101801 Icon Coat
€2,400–€3,500
Manuela Camel Coat
€1,400–€2,200
Teddy Bear Coat
€1,800–€2,800
Whitney Bag
€695–€1,095
Cashmere Turtleneck Sweater
€495–€795
Why Shop Max Mara in Europe?
Max Mara is an Italian brand with manufacturing in Reggio Emilia, making Europe the ultimate destination for authentic shopping and significant savings. The price difference between Europe and North America is staggering—a €1,400 Manuela coat in Italy becomes €1,148 after VAT refund vs $3,890 US, saving over $2,300. European boutiques stock exclusive Italian-made coats and offer superior service.
Best Cities to Shop Max Mara
Milan
Via Montenapoleone flagship, Italian fashion capital, full collections
Rome
Via Condotti boutique, Italian heritage
Florence
Boutique near Palazzo Vecchio, Tuscan luxury destination
Why Shop Max Mara with TravelMoney
Up to 100% VAT Refunds
Get significantly more money back compared to standard 12% refunds
1 Max Mara Locations
Across 1 European cities
Instant Refunds
No waiting weeks for your money back
Digital Process
Upload receipts, scan at airport, done
Max Mara Store Locations in Europe
Florence
Max Mara Via de' Tornabuoni
Via de' Tornabuoni 22, 50123 Florence, Italy
How Much Can You Save?
VAT Refund Examples
Purchase: €1,000 → Get back €120-150 (standard refund) or up to €180 (TravelMoney)
Purchase: €5,000 → Get back €600-750 (standard refund) or up to €900 (TravelMoney)
Purchase: €10,000 → Get back €1,200-1,500 (standard refund) or up to €1,800 (TravelMoney)
How to Get Your VAT Refund: Step-by-Step
Step 1: Before making a purchase
Request Custom Invoice
When checking out at Max Mara, request the invoice to be made out to "Travel Money" with our Paris address. This is critical for maximizing your refund.
Step 2: When making a purchase
Pay in Local Currency
Always choose to pay in euros (€) instead of your home currency to avoid poor exchange rates and maximize savings.
Step 3: After shopping
Upload Invoice & Receipt
Immediately upload your Max Mara invoice and receipt in the TravelMoney app. Don't wait until you get to the airport.
Step 4: When leaving the EU
Scan Barcode at Point of Departure
At the airport, port, or train station, scan the barcode on your TravelMoney app at customs. Bring your Max Mara purchase in carry-on for potential inspection.
VAT Refund Essentials
Core Requirements
- Minimum Spend: €70.01 in total purchase value
- Eligibility: Non-EU permanent residents, under 6-month stay, purchasing goods for personal use
- Time limits: 3 months to validate at point of departure + 6 months to claim refund
- VAT Rate: 22% standard rate (most luxury goods)
Pro Tips for Max Mara Shoppers
- →European prices dramatically lower than US/Canada (Manuela coat: €1,400 vs $3,490 CAD)
- →18% VAT refund in Italy makes €1,400 coat effectively €1,148 vs $3,890 US—saving $2,300+
- →Icon Coat 101801 is a 40-year-old design—invest in timeless quality
- →Milan and Rome boutiques offer full collections and exclusive Italian-made pieces
Frequently Asked Questions
Can I get VAT refund on Max Mara online purchases?
No. VAT refunds are only available for in-store purchases made in Europe. Online orders shipped internationally are already VAT-exempt.
Do I need to show my Max Mara purchase at customs?
High-value items (typically over €1,000) may require physical inspection at customs. Keep your purchase in carry-on luggage, not checked bags.
What if I'm connecting through a non-EU airport?
You must validate your VAT refund at your last EU point of departure, not your final destination. For example, if flying Paris → London → New York, validate in Paris.
How long does it take to get my refund?
With TravelMoney, refunds are processed instantly once validated at customs. Standard tax-free services can take 4-12 weeks.
For Shoppers
Get up to 100% VAT refunds on your Max Mara shopping. Join the waitlist for instant refunds.
For Merchants
Partner with TravelMoney to offer instant VAT refunds and attract more international shoppers.