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In Online Luxury, Mytheresa Offers a Shred of Optimism

Mytheresa may not be leaps above its luxury peers, but its sales and profit growth are still modest. The company is betting that appealing to top spending clients will keep it from suffering the same fate as its competitors.
A model poses in a Mytheresa campaign.
Mytheresa is the rare online luxury retailer not on the brink of collapse. But it still has its own growth struggles to contend with. (Mytheresa)

This week, Mytheresa delivered something rare in the increasingly

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Further Reading

For Luxury E-Commerce, It’s Even Worse Than It Looks

US consumer spending across online luxury sellers like Farfetch, Matches and Net-a-Porter suffered sustained declines throughout 2023. The question is whether the downturn is simply temporary or the luxury e-commerce model itself is broken.

Why Online Luxury Is Broken

Reports of financial strain at Farfetch amid a stalled deal with YNAP has driven confidence in multi-brand e-commerce to all-time lows. With value propositions eroding and investment drying up, a way forward remains unclear.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

In This Article

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