Pizza, Parties, and Palazzos: How Mytheresa Is Winning over VICs

5 Jun 2025

The luxury e-commerce landscape these days often provides less of a sense of discovery and more a sense of overwhelm, an often seemingly endless scroll in search of the “perfect” whatever you’re in search of. A failsafe tactic to cast as wide a net as possible in an effort to catch consumers? Not necessarily. Given the influence of globalization (shopping abroad has never been less thrilling), the merits of a unique and tightly edited selection have never been more appealing and few, if any, have mastered the game as well as German site Mytheresa.

Where other retailers may boast thousands of brands, Mytheresa’s curation includes roughly 250 brands for womenswear and 120 for menswear. Throw in a commitment to providing unique experiences for its most committed clientele (VICs) and a host of designer exclusives and you have a recipe for success (the e-tailer, for which profitability is up 4 percent, recently closed its acquisition of Yoox Net-a-Porter). And while the site’s biggest spenders account for a small percentage of overall users (4 percent), they are responsible for 40 percent of sales. I caught up with one of them, Catherine Schmidt, who, along with her husband Max, recently joined Mytheresa on a trip to Naples for a closer look at Kiton.