Maura Launches Lifestyle Intelligence Platform for Luxury Fashion, Adds Lorena Antoniazzi and Henry Beguelin as Customers

NEW YORK, NY, November 13, 2026 (EZ Newswire) -- Maura today launched its AI-powered lifestyle intelligence platform, giving luxury fashion brands a view into what happens after the sale. Brands can now see what customers own, how they wear it and how their personal style changes over time. Maura also announced Italian luxury houses Lorena Antoniazzi and Henry Beguelin as new customers.

As part of Maura’s launch, Maura and Lorena Antoniazzi will host an invitation-only event on Dec. 3 at Artemest Galleria in New York. Guests will use Maura to explore how pieces from Lorena Antoniazzi’s Spring/Summer 2027 collection work with their own wardrobes, bringing to life how an understanding of what customers already own can create a more personal brand experience. To request an invitation, or for more information, contact rsvp@maurainc.com.

Luxury brands know a great deal about what their customers buy. But once a piece leaves the store, that knowledge largely stops, leaving brands with a fragmented, incomplete picture of the people they serve. That gap shows up in product decisions, returns and personalization. Up to 40% of fashion inventory goes unsold every year, and in a study of one major UK online retailer, 35% of womenswear returns were attributed to style that does not suit the customer. In all, the gap is estimated to be worth more than $500 billion to the fashion industry.

Maura is creating a new category of consumer-permissioned lifestyle intelligence that gives luxury brands insights beyond the transaction.

• Post-purchase insights: With customer permission, Maura reveals post-purchase behavior brands haven’t been able to see before, informing clienteling, personalization, merchandising, product development and production.
• Data privacy by design: Each brand operates within its own permissioned environment, and no brand or retailer can see another’s customer lists, communications, recommendations, engagement activity or performance.
• A demographic of one: Instead of grouping customers into broad segments, Maura understands each person through their wardrobe, preferences and lifestyle.
• Built for how brands already work: Maura integrates with existing commerce, CRM, POS and clienteling systems, so brands can start with a focused customer group and scale as value is demonstrated.

The result is a clearer path for brands to deepen relationships, improve cross-category selling, strengthen assortment and sell-through, and reduce avoidable returns.

“Fashion is one of the most personal forms of self-expression, yet the industry remains fragmented across brands, channels and individual transactions,” said Laura Merling, founder and CEO of Maura. “Consumers see one wardrobe, one personal style, their life. We built Maura to bridge that divide, creating a new foundation for personal intelligence that puts the individual at the center of fashion and transforms how consumers and brands connect. In a fragmented market, organization is the new luxury.”

New Customers

For Lorena Antoniazzi, the partnership extends a commitment to transparency that runs through its business. The brand already traces each garment from yarn to finished product using QR codes. Its partnership with Maura carries that story past production and into the life each garment leads once it reaches the customer.

“We believe in exploring new ideas where traditional craftsmanship meets modern technology,” said Andrea Mirabassi, chief merchandising officer of Lorena Antoniazzi. “Our collaboration with Maura reflects this vision, embracing innovation while celebrating the timeless values of fashion.”

For Henry Beguelin, the partnership with Maura reflects a desire to deepen its understanding of its loyal customer base, combining its inherently personal service with a greater understanding of a customer’s individual lifestyles and preferences.

“Henry Beguelin has a strong heritage with a loyal community of customers, many of whom have been collecting our pieces for decades,” said Patrick Nebiolo, CEO and co-owner of Henry Beguelin. “These relationships are incredibly important to us, and by understanding more about how our customers live with and enjoy our collections, we hope to offer a more thoughtful, personal and relevant service that reflects the individuality of each of them. Our partnership with Maura is an exciting step towards achieving this.”

High-resolution imagery and headshots of Maura are available for media use.

About Maura

Maura is an AI-powered lifestyle intelligence platform that connects wardrobe, lifestyle and behavioral insight to help brands, retailers and consumers build more relevant experiences and stronger relationships beyond the point of purchase. Built around the concept of the Demographic of One, Maura offers a more individual understanding of how people live with fashion. Founder and CEO Laura Merling previously held leadership roles at Google Cloud, Ford Motor Company, AT&T and McKinsey and was named American Banker’s Innovator of the Year in 2023. For more information, visit maurainc.com.

About Lorena Antoniazzi

Founded in Perugia, Italy, in 1993, Lorena Antoniazzi is a luxury womenswear brand specializing in fine knitwear and refined contemporary style. Rooted in Italian craftsmanship, the family-owned company combines exceptional materials, artisanal expertise and innovation. Its commitment to quality, traceability and more conscious consumption shows in initiatives including its No Season collection and garment QR-code traceability system. For more information, visit lorenaantoniazzi.com.

About Henry Beguelin

Founded in the early 1980s, Henry Beguelin is a luxury fashion and accessories brand renowned for its handcrafted leather goods, distinctive designs and timeless appeal. Rooted in Italian artisanal traditions, the brand combines exceptional materials, skilled craftsmanship and an appreciation for individuality, with each piece bearing its signature hand-stitched emblem. With a loyal international following of customers and collectors, Henry Beguelin continues to celebrate its heritage while embracing a contemporary approach to luxury. For more information, visit shop.henrybeguelin.it.

Media Contact

press@maurainc.com