Luxury multi-brand digital platform Mytheresa is to rebrand as LuxExperience, in alignment with the planned takeover of YOOX NET-A-Porter (YNAP). 

Combining the strengths of Mytheresa and YNAP, LuxExperience will be an umbrella for prominent online luxury retail brands, each maintaining their distinctiveness and specialised selections from top-tier luxury labels catering to an international clientele.  

Pending shareholder approval and regulatory clearance, LuxExperience plans to maintain its presence on the New York Stock Exchange, trading under the new symbol LUXE. 

Shareholders will deliberate on the proposed renaming at an extraordinary general meeting on 6 March 2025.  

On 7 October 2024, Mytheresa and Richemont reached an agreement for Mytheresa to acquire YNAP, which includes the brands NET-A-PORTER, MR PORTER, YOOX and THE OUTNET. This acquisition aims to form a major global digital luxury group with multiple brands. 

Both Mytheresa and YNAP are revered in the luxury sector for their innovative approaches, editorial authority, curation prowess and exceptional customer service.  

They represent differentiated yet complementary multi-brand offerings for luxury consumers worldwide.  

NET-A-PORTER has been one of the leading players in online luxury fashion since 2000, MR PORTER has defined men's style since 2011, while YOOX has offered a vast selection of past-season luxury brands since 2000 and THE OUTNET has provided a premium off-price shopping experience since 2009.  

Mytheresa CEO Michael Kliger said: "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.  

“Within the group, we will further strengthen and develop the unique store brands and their identities while creating synergies in the back-of-house. The newly formed group will present one of the most exciting opportunities for investors worldwide to participate in the huge market opportunity in digital, multi-brand luxury shopping." 

The closure of the transaction is anticipated in the first half of 2025, contingent upon standard conditions including antitrust clearances.