Prada taps Mytheresa as global e-commerce partner

Luxury platform Mytheresa has strengthened its partnership with Prada to cover distribution of womenswear, menswear and lifestyle collections to all customers worldwide.

Previously only available to Mytheresa customers in Europe, the collections will now be rolled out to customers in the US, Canada, the Middle East, and Asia-Pacific, according to WWD.

"We are very proud to be now able to offer the wonderful collections of Prada worldwide to our loved customers," Michael Kliger, Chief Executive Officer at Mytheresa told the publication.

"We are very thankful for our successful and strong partnership with Prada and deeply appreciate the trust in us."

Launched by Susanne and Christoph Botschen in 2006, Mytheresa is an online destination for luxury clothing and accessories.

The business offers an extensive curation of womenswear, menswear and kidswear products from over 200 of the world’s most covetable fashion brands, including Loewe, Gucci and Celine.

In 2016, it was chosen as one of only two exclusive online retailers to carry a broad selection of Prada ready-to-wear, bags and shoes.

This latest news comes as Mytheresa finalises its recent purchase of Yoox Net-a-Porter from Compagnie Financière Richemont, with the ambition of creating a luxury e-commerce mega-group comprising Mytheresa, Net-a-Porter and Mr Porter.

As a result of the acquisition, Mytheresa's parent company (MYT Netherlands Parent) has been renamed LuxExperience.

Kliger said of the move: "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."