Parent Company To Rebrand As LuxExperience
MYT Netherlands Parent B.V. (NYSE: MYTE), commonly known as Mytheresa, has announced its intention to rename itself as LuxExperience B.V. and adopt the ticker symbol “LUXE” on the New York Stock Exchange, subject to shareholder approval at an Extraordinary General Meeting on March 6, 2025. This rebranding aligns with the company’s planned acquisition of Yoox Net-A-Porter (YNAP), a transaction set to bring together some of the most recognized multi-brand digital luxury retailers, including NET-A-PORTER, MR PORTER, YOOX, THE OUTNET, and Mytheresa.
If approved, LuxExperience will serve as an umbrella entity encompassing distinctly curated store brands, each tailored to different segments of the global digital luxury market. NET-A-PORTER, founded in 2000, established itself as a leader in women’s luxury fashion and editorial content, while Mytheresa, launched in 2006, quickly gained prominence for its exclusive access to products and experiences. MR PORTER, dating back to 2011, is known for its comprehensive men’s style assortment, and both YOOX and THE OUTNET offer off-season and off-price categories, respectively.
All brands share a focus on high-end curation, customer-centric service, and the drive to create desirability through both digital and physical encounters. As Michael Kliger, Chief Executive Officer of Mytheresa, stated, “Luxury is an experience-driven business. The introduction of the new group name LuxExperience reflects our ambition to strengthen our position as a leading global multi-brand digital luxury group that builds a community for true luxury enthusiasts and creates desirability through digital and physical experiences.”
The transaction to merge YNAP with Mytheresa remains subject to standard conditions, including antitrust approvals, and is expected to close in the first half of 2025.