In a landmark move that reshapes the digital luxury retail landscape, Mytheresa has officially acquired Yoox Net-a-Porter (YNAP), creating a powerhouse poised to redefine online luxury shopping. The deal, which sees Mytheresa purchasing 100% of YNAP from Richemont, consolidates some of the most prestigious e-commerce platforms under one roof—think Mytheresa, Net-a-Porter, Mr Porter, Yoox, and The Outnet—into what will now be known as LuxExperience.
This merger isn’t just about scaling up; it’s about creating a luxury e-commerce juggernaut with a projected annual gross merchandise value (GMV) of €4 billion. But beyond the numbers, this acquisition is a bold step toward harmonizing the backend of luxury e-commerce, from logistics and inventory management to customer experience. Mytheresa’s strategy is to streamline operations while maintaining the individuality of each brand.
What’s particularly intriguing about this move is the way Mytheresa plans to integrate YNAP into the fold. Yoox and The Outnet will operate separately from Mytheresa, Net-a-Porter, and Mr Porter in a strategic move designed to enhance profitability while focusing on their off-price businesses. This will allow the premium brands to continue offering exclusive, high-end experiences, while Yoox and The Outnet will cater to a more budget-conscious luxury audience.
The new entity, LuxExperience B.V., will officially list on the New York Stock Exchange on May 1, with a fresh ticker symbol, “LUXE,” signaling the beginning of this transformative journey. Over the next 24 to 36 months, the company will undergo significant structural and operational changes, including backend integrations and a commercial revamp, all aimed at strengthening its position in the fiercely competitive digital marketplace.
With Richemont retaining a 33% equity stake and injecting €555 million in cash, this merger represents a huge vote of confidence in LuxExperience’s future. The company’s ability to balance premium in-season platforms with off-price offerings while enhancing logistics will be closely watched as it seeks to deliver a seamless, high-end shopping experience to consumers around the globe.
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