Mytheresa CEO: 'The physical experience will never be replaced by digital'

'Great changes are taking place in the world of fashion and high fashion. By definition, moments like these are complex but also challenging: the important thing is to have solid foundations, know-how, confidence in the future and curiosity about the world and the people in it'. Francis Belin, CEO of Mytheresa, starts from these considerations, aware that since the announcement of his appointment at the top of the company, in November 2025, and since the day he took office on 1 January, everything has happened in the world, both economically and geopolitically.

Facts that are reflected in the global fashion and luxury industry, which do not, however, change the initial fact: consumers have been changing for several years due to demographic, social and cultural factors, not just economic ones. In 2026, the digital soul of Mytheresa will be 20 years old, but it is difficult to find another example of a successful metamorphosis from a 'simple' online shop to a global luxury player: it all began with a physical shop, opened in 1987 in Munich, whose founders were able to seize the opportunities offered by the Internet.

On 10 February, Luxexperience, which is listed in New York and of which Mytheresa, which acquired Ynap from Richemont in 2025, is part, released its figures for the second quarter of the 2025-2026 fiscal year: in the October-December period, sales of 'only' Mytheresa rose 8.8% to EUR 242.7 million, with an adjusted ebitda of EUR 22.6 million compared to EUR 16.2 million in Q2 of FY24-25.

You have worked for decades in the more traditional luxury sector. How would you define Mytheresa?
The five words that appear under our name, online and offline, are exhaustive, I could answer: 'The finest edit in luxury' ('the best selection of luxury products that exists', ed.). However, it is perhaps even more important to clarify that Mytheresa cannot be defined as a tech company, it is rather a company based on human relationships and emotions and the possibility to cultivate and grow them. Digital is a tool to serve the physical, deeply human essence of Mytheresa and fashion.

There are about 250 brands of women's, men's and children's clothing and accessories on the site. The competitive advantage is the assortment?
It is important to have a wide offer and every week about 600 new products appear on the site. But, as our claim says, even more important is the choice (edit) that Mytheresa makes, looking at very famous brands with which it has established real partnerships over the years, such as Brunello Cucinelli, Dolce&Gabbana, Valentino, Tod's, Miu Miu, The Row, Loro Piana and Zegna, to name but a few. At the same time, we like to discover new brands, little big surprises for customers, like a spicy touch. All this would not be enough to explain the growth and success of Mytheresa: the priority is the relationship with the end customers, to whom we offer not only an inspiring selection of products, exclusive launches every month of capsules and special products, often created specifically for Mytheresa, a very accurate customer service and an online shopping experience that is as smooth and easy as possible. Suffice it to say that the site 'speaks' eight languages: English, German, Italian, French, Spanish, Arabic, Chinese and Korean. But then the excitement can transfer to the physical world, and it is in this that Mytheresa has invested in recent years to strengthen its relationship with top customers and has thus distinguished itself from many competitors. However, I would like to emphasise that the aspects that concern all customers, such as the care and speed of shipments, in partnership with Dhl, remain very important.