Prada to launch on NET-A-PORTER, Mr Porter and Mytheresa

Prada is finally making the move into etail by striking deals to sell on NET-A-PORTER, Mr Porter and Mytheresa.

The Italian luxury group, which has so far resisted the lure of selling online, will begin selling womenswear for AW16 on 15 July on NET-A-PORTER and at Mytheresa while menswear will go on sale at Mr Porter from 6 September, according to WWD.

“Prada is the ultimate brand every store wants to sell, but only few can, and we’re honored to be one of them,” Yoox Net-a-porter Group (parent of  NET-A-PORTER and Mr Porter) CEO Federico Marchetti told WWD. “It opens a whole new online chapter for both groups.”

Yoox Net-a-Porter's deep connections with major Italian luxury brands may have been instrumental in securing the Prada deal. As well as operating the multi-brand sites including NET-A-PORTER, Mr Porter, The Outnet and Yoox, it also operates online flagship stores for some of the world's leading luxury brands including Armani, Marni, Missoni and Moschino.

Recently NET-A-PORTER secured an exclusive with Italian brand of the moment Gucci when its creative director Alessandro Michele produced an exclusive capsule collection for the site.

Munich-based Mytheresa is the online site associated with the luxury multi-brand store of the same name. The site was established in 2006 and now sells more than 180 luxury brands including Valentino, Balmain, Burberry and Prada-owned Miu Miu. It is now owned by US department store group Neiman Marcus.