How Mytheresa taking over YNAP will change your online shopping experience

The luxury e-commerce landscape is about to undergo its most thrilling transformation yet. Mytheresa has officially secured the final regulatory approval to acquire Yoox Net-A-Porter from Richemont. This sets the stage for a seismic shift in how the world shops for high fashion.

Slated to close on 23 April 2025, this deal will unite Mytheresa, NET-A-PORTER, MR PORTER, YOOX, and THE OUTNET under one powerhouse entity – the LuxExperience. No longer just a transaction, this is the birth of a global luxury titan – curated, connecuaeted, and unstoppable.

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In this bold new chapter, Mytheresa, NET-A-PORTER, and MR PORTER will preserve their distinctive brand DNA, each maintaining its curated point of view and loyal clientele, while leveraging shared back-end infrastructure for smarter scalability.

Meanwhile, the off-price players (YOOX and THE OUTNET) will operate as a fully separate division, creating cleaner brand architecture. It will also curate a more focused, efficient business model across both luxury and value segments.

How will this changing the online shopping game?

For the discerning Emirates woman, this means unparalleled access to the most coveted labels, sharper curation, and an elevated digital shopping experience. Michael Kliger, Mytheresa’s CEO, calls it a “game-changer,” promising multiple distinguished storefronts under one umbrella, each retaining its unique identity while leveraging shared infrastructure.

Imagine the best of Mytheresa’s sharp edit, NET-A-PORTER’s runway-ready selections, and MR PORTER’s menswear mastery, all with the operational precision that luxury shoppers demand.

Financially, the ambition is as grand as the vision. Mytheresa’s CFO, Martin Beer, projects €3 billion (over Dhs12 billion) in annual sales, scaling to €4 billion (over Dhs 16 billion) with industry-leading profitability.

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So what’s next?

Expect bolder collaborations, hyper-personalised service, and even faster access to the season’s most coveted pieces – all backed by the combined firepower of these iconic platforms.

As the deal finalizes, one thing is certain: LuxExperience will redefine what it means to shop online. For the Emirates’ fashion-forward elite, the future of luxury is no longer on the horizon, it’s at their fingertips.