LuxExperience B.V., through its subsidiary, operates a luxury multi-brand digital platform for the global luxury consumer shipping to over 130 countries.
The company offers one of the finest edits in luxury, curated from more than 200 of the world’s most coveted brands of womenswear, menswear, kidswear and lifestyle products. The company’s story began over three decades ago with the opening of Theresa, in Munich, one of the first multi-brand luxury boutiques in Germany, followed by the launch o...
LuxExperience B.V., through its subsidiary, operates a luxury multi-brand digital platform for the global luxury consumer shipping to over 130 countries.
The company offers one of the finest edits in luxury, curated from more than 200 of the world’s most coveted brands of womenswear, menswear, kidswear and lifestyle products. The company’s story began over three decades ago with the opening of Theresa, in Munich, one of the first multi-brand luxury boutiques in Germany, followed by the launch of the digital platform Mytheresa in 2006. The company provides a unique digital experience that combines exclusive product and content offerings with a differentiated global customer service, leading technology and analytical platforms, as well as high quality service operations. The company builds a community for luxury enthusiasts and creates desirability with digital and physical experiences. The company’s luxury brands include Bottega Veneta, Brunello Cucinelli, Dolce&Gabbana, Gucci, Loewe, Loro Piana, Moncler, Prada, Saint Laurent, and Valentino.
The company acquires and retains customers who are predominantly working professionals with significant spending power and limited time, shop frequently, seek luxury products that are not easily found elsewhere and demand superior customer service. To reward and engage its most valued customers, the company offers a tiered Top Customer program: Inner Circle and Front Row. In fiscal 2024, the company generated approximately 39.2% of its GMV from approximately 3.7% of its customers who were part of the Top Customer program. This program offers a range of benefits, such as first access to runway and exclusive pieces, previews of new season styles, dedicated personal shopping services and invitations to exclusive events and fashion shows, as well as other money can’t buy experiences. The exclusive events, collections and campaigns that the company creates with its luxury brand partners highlight the innovation and creativity it brings to the luxury fashion world, underpin the strong relationships it has with these brands, and enables it to deepen connections with its most valued customers.
The company has longstanding relationships with the world’s most iconic luxury brands, including Alexander McQueen, Balenciaga, Balmain, Bottega Veneta, Brunello Cucinelli, Dolce & Gabbana, Gucci, Loewe, Loro Piana, Moncler, Prada, Saint Laurent, Stella McCartney and Valentino. The company curates the most coveted luxury brands, and within those brands, the most on-trend and luxurious pieces. The company uses a combination of luxury fashion expertise and data insights to optimize its product assortment architecture.
The company’s business model combines technology, luxury fashion and differentiated customer service on a global scale. The simplicity of the company’s mobile-first website and app (sites) creates an efficient and user-friendly shopping experience for its time-constrained, global customers. The company’s sites offer advanced features, including the ability to personalize the customer experience, express checkout processes, and real-time push notification order tracking. The company has an efficient, repeatable playbook for localizing the customer experience through local language, currencies, payment methods, shipping services and marketing. In fiscal 2024, the company generated approximately net sales of 15.2% from Germany, 39.6% from Europe (excluding Germany), 20.4% from United States and 24.8% from the rest of world.
Mobile devices represented 52% of gross merchandise sales and 81% of page views for fiscal 2024, underscoring the importance of the company’s mobile-first approach.
The company has rapidly scaled its global customer base and net sales over the past four years, while maintaining its high average order values.
Value Proposition to Customers
The company provides customers with one of the finest edits of the most coveted luxury brands. For example, of the over 14,000 stock-keeping units (SKUs) the company curates from its top 30 selling luxury designer brands, an estimate of around 24% of those items overlapped with its multi-brand competitors according to an ongoing internal pricing analysis comparison The company’s content and brand stories, which are produced 100% in-house, inspire its customer and are integral to the company’s reputation as a trusted fashion authority for discovery. The company’s highly curated edit of luxury is core to its DNA and allows it to translate fashion from the runway to the wardrobes of its customers. The company encourages daily discovery through its New Arrivals section on its sites, as well as real-time product recommendations and inspirational content. For members of its Top Customer program it takes its curation to a deeper level with personal shoppers, who know each customer’s specific fashion aesthetic and will recommend pieces via the preferred communication channel of the customer (phone, email, text message or other messaging platforms), or in some cases, hosting personal styling appointments.
The company’s deeply entrenched and long-term relationships with the most coveted luxury brands allow it to provide unique offerings to its customers, including exclusive capsule collections, product personalization and first access through exclusive pre-launches. In fiscal 2024, the company launched 76 exclusive capsule collections and Pre-Launch campaigns with in-house produced exclusive content from brands, including Moncler, Valentino, Loro Piana, Dolce&Gabbana, Bottega Veneta, Gucci, Pucci, Loewe, Givenchy, Khaite, Toteme and many more.
The company is dedicated to providing its customers with superior service throughout their shopping experience. The company’s localized websites, which are also available in eight languages and eight currencies, and its global in-house logistics capabilities provide the fast, efficient and frictionless shopping experience its global customers demand. Customers are loyal to Mytheresa because the company provides excellent service every time they interact with it. The company’s emphasis on exceptional service is inherent throughout all customer touchpoints, including its sites, customer care, delivery and global personal shopping team. For example, the company provides customers with personalized product recommendations, last-minute deliveries, and hand-signed notes with its delivered products to personally connect and provide the high-touch service its customers enjoy. The company’s customer satisfaction with its service and experience is evidenced by its best-in-class net promoter score of 75.2%, which is an annualized average of weekly measurements conducted by it in fiscal 2024. Through its distribution and fulfillment capabilities, the company offers fast shipping to its customers in metropolitan areas globally in less than 72 hours, with one to two days shipping service in all of Europe where express shipping is available. The company’s customer service teams are experts in working with luxury customers. The company received approximately 6,230 calls per week, on average, during fiscal 2024, with approximately 81.4% of 323 thousand calls answered within 20 seconds.
In fiscal 2024 (year ended June 30, 2024), the company invited its top customers around the world to 33 money-can’t-buy experiences. Highlights include the launch of the exclusive Dolce&Gabbana collection with an authentic Italian experience on the picturesque island of Capri, a private tour with Miu Miu proving access to Gustav Klimt´s The Kiss in Vienna at the Belvedere Palace, an exclusive two-day Italian experience, including an intimate dinner and picnic with Brunello Cucinelli at Lake D´Orta in attendance of Executive Chairman & Creative Director Brunello Cucinelli, the launch of the Valentino Escape 2024 Capsule Collection with a private dinner and tour on board of the Iconic Christina O. sailing along the French Rivera, an elevated cocktail and dinner with Khaite in celebration of PFW, a 24-hour experience with three events, including an exhibition, talk and dinner celebrating SHFW with Courrèges at Fotografiska in Shanghai, China, as well as VIC dinners in China, Singapore and the U.S. In addition, multiple non-public top customer experiences have been hosted for example with Gabriela Hearst in New York and at the Givenchy Haute Couture Salon in Paris. These events and brand experiences provide the company’s top customers, press, influencers and friends of the house with money-can’t-buy experiences, while also giving it the opportunity to amplify the content created across social media.
Unique physical luxury experiences to engage with the company’s customers. In order to engage and build personal relationships with high-net worth customers, Mytheresa and Flamingo Estate hosted a 8-week pop-up in partnership with Porsche in East Hampton, in the United States. The company converted a former auto body repair shop into a luxurious, interactive, summer body shop, offering a highly curated selection of fashion, accessories, fine jewelry and watches, including exclusives from brands like Toteme, Khaite, Valentino, Etro, Dries Van Noten and Missoni, as well as hosting several shopping events in the location with partners, such as Ruslan Baginsky, Missoni, Ananya, Etro and Savette. In addition, the company hosted a four-weeks Holiday House pop-up in collaboration with Flamingo Estate in Los Angeles during holiday season. The pop up was a replica of Flamingo Estate made of ginger bread with Mytheresa products featured throughout and a dedicated Mytheresa wardrobe.
Value Proposition to Brand Partners
Online Visibility to Highly Coveted Global Luxury Customers: In addition to brands appearing on its sites, the company creates exclusive experiences and collections that provide additional opportunities to engage with its customers and social media followers. In addition to its 33 events, the company launched 76 campaigns in collaboration with its brand partners to launch exclusive products only available on Mytheresa or first available on Mytheresa. The company launched several exclusive collections, such as Dolce&Gabbana’s exclusive capsule collection, featuring Capri’s iconic spots, exclusive summer collections from Givenchy, Missoni, Khaite, Dries Van Noten and Toteme. Loewe’s Paula’s Ibiza and Loewe x On collections with exclusive styles, exclusive bag launches with Loewe and Bottega Veneta, exclusive pre-launches with Alaia, Saint Laurent, Brunello Cucinelli, Valentino and ski collections of Pucci x Fusalp and Balenciaga. Other highly visible campaigns include the exclusive capsule collections of Courrèges, Magda Butrym, and Chloé, as well as a video created by Mytheresa to celebrate the exclusive capsule collection of Brunello Cucinelli both for womenswear and menswear featuring artists Greta Bellamacina and her husband Robert Montgomery.
Innovative and Engaging Content Across Media Formats: The company produces 100% proprietary content in-house across different media formats, including films, music videos, games, magazines and photography shoots on behalf of, and in partnership with, its brand partners. The company places this content across its consumer touchpoints, including its home page, app, mobile first newsletter, paid formats and social media that includes its own managed platforms ranging from Instagram and Pinterest to WeChat and RED. The company takes a product-focused and experiential approach to content creation, which has differentiated and strengthened its longstanding relationships with some of the world’s leading luxury brands. The company’s highly stylized production showcases its brand partners’ products at their best, and its brand partners often promote its content and edits on their own social media accounts and websites. The company also regularly achieves extensive global publicity for its brand partners and itself through features and exclusive stories, as well as through its more than 3.91 million followers, as of June 30, 2024, across social media platforms.
Established Reputation for Being Trusted Brand Stewards and Maintaining Brand Integrity: The company is viewed as an integral global partner and have consistently been recognized as such by leading luxury brands, including Bottega Veneta, Brunello Cucinelli, Dolce&Gabbana, Gucci, Loewe, Loro Piana, Moncler, Prada, Saint Laurent, Valentino, and many more. The company’s focus only on the most valuable luxury customers, its ability to deliver a superior service experience and its strong full price sell-through highlight its commitment to maintaining brand integrity for its brand partners.
Data-Driven Analytics and Customer Insights: The company has developed significant data capabilities and insights across its platform. The company regularly provides its brand partners with detailed aggregated data, analysis, and customer insights on metrics, such as product performance, spending and trend patterns, brand affinity, product adjacencies, subcategory penetrations and geographic reach.
Growth Strategies
The key elements of the company’s strategy are to profitably acquire new customers; continue to expand share of wallet and retention for existing customer base; expand wallet share with the launch of Mytheresa Kids; expand its true luxury offering to better service its Top Customer and increase AOV with the launch of the dedicated Fine Jewellery and Watches category; build a reputation as the leading player for luxury Menswear; expand wallet share with the launch of Mytheresa Life; access new complementary customer categories; enhance its trusted relationships with the world’s most coveted brands; continue to innovate and leverage use of proprietary data insights; and evaluate opportunities to accelerate its growth strategy.
History
The company was founded in 1987. The company was incorporated under the laws of the Netherlands in 2019. The company was formerly known as MYT Netherlands Parent B.V. and changed its name to LuxExperience B.V. in May 2025.