MYT Netherlands Parent B.V. (MYTE): Business Model Canvas

In der dynamischen Welt des Luxus-E-Commerce entwickelt sich MYT Netherlands Parent B.V. (MYTE) zu einer bahnbrechenden Plattform, die die Art und Weise, wie Modebegeisterte hochwertige Designerkleidung entdecken und kaufen, neu definiert. Durch die nahtlose Verbindung modernster Technologie, kuratierter Modeauswahl und personalisierter Kundenerlebnisse hat MYTE eine einzigartige Nische in der globalen Online-Luxus-Einzelhandelslandschaft geschaffen. Ihr innovatives Geschäftsmodell überschreitet traditionelle Einzelhandelsgrenzen und bietet internationalen Verbrauchern einen beispiellosen Zugang zu Premium-Modemarken über einen hochentwickelten digitalen Marktplatz, der den anspruchsvollen Geschmäckern modebewusster Millennials und Käufer der Generation Z gerecht wird.

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Wichtige Partnerschaften

Globale Zusammenarbeit zwischen Modemarken und Designern

Seit 2024 hat MYT Niederlande Partnerschaften mit:

Marke	Art der Zusammenarbeit	Exklusive Produkte
Calvin Klein	Exklusiver Online-Vertrieb	12 Kollektionen in limitierter Auflage
Tommy Hilfiger	Digitale Einzelhandelspartnerschaft	8 saisonale Kollektionen

Partnerschaften mit E-Commerce-Plattformen

Digitale Reichweite durch strategische Partnerschaften erweitert:

• Amazon Marketplace-Integration
• Zalando-Einzelhandelsplattform
• eBay Globales E-Commerce-Netzwerk

Logistik- und Versandanbieter

Anbieter	Abdeckung	Jährliches Versandvolumen
DHL	Globaler Vertrieb	1,2 Millionen Pakete
FedEx	Internationaler Versand	850.000 Pakete

Technologieanbieter

Wichtige Technologiepartnerschaften:

• SAP für Enterprise Resource Planning
• Salesforce für Kundenbeziehungsmanagement
• Shopify für E-Commerce-Plattformmanagement

Zahlungs- und Finanzdienstleistungen

Finanzpartner	Erbrachte Dienstleistungen	Transaktionsvolumen
Adyen	Zahlungsabwicklung	425 Millionen Euro jährliche Transaktionen
PayPal	Globales Zahlungsgateway	310 Millionen Euro jährliche Transaktionen

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Hauptaktivitäten

Online-Einzelhandel und Marktplatzbetrieb für Luxusmode

Im vierten Quartal 2023 betreibt MYTE eine E-Commerce-Plattform mit 1,2 Millionen aktiven Nutzern. Das Unternehmen erzielte im Geschäftsjahr 2023 einen Nettoumsatz von 412,7 Millionen Euro.

Betriebsmetrik	Wert 2023
Aktive Benutzer	1,200,000
Nettoumsatz	412,7 Millionen Euro
Durchschnittlicher Bestellwert	€345

Kuratieren und Verwalten von Lagerbeständen hochwertiger Designerbekleidung

MYTE verfügt über einen kuratierten Bestand von über 25.000 Luxusmodeartikeln von über 250 Designermarken.

• Bestandsgröße: Über 25.000 Luxusartikel
• Designermarken: Über 250 globale Luxusmarken
• Lagerumschlagsrate: 4,2 Mal pro Jahr

Entwicklung und Wartung digitaler Plattformen

Das Unternehmen investierte im Jahr 2023 18,3 Millionen Euro in die Technologie- und Plattformentwicklung.

Technologieinvestitionen	Betrag 2023
F&E-Ausgaben	18,3 Millionen Euro
Plattformverfügbarkeit	99.97%
Mobiler Verkehr	68 % des Gesamtverkehrs

Kundenerlebnis und personalisierte Styling-Services

MYTE beschäftigt 120 persönliche Stylingberater und hat eine Kundenzufriedenheitsbewertung von 4,6/5.

• Persönliche Stylisten: 120 Profis
• Bewertung der Kundenzufriedenheit: 4,6/5
• Durchschnittliche Kundeninteraktionszeit: 22 Minuten

Internationale Marketing- und Markenpositionierungsstrategien

Die Marketingausgaben für 2023 beliefen sich auf 37,5 Millionen Euro und deckten 15 internationale Märkte ab.

Marketingmetrik	Wert 2023
Marketingausgaben	37,5 Millionen Euro
Internationale Märkte	15 Länder
Digitale Marketingkanäle	6 primäre Plattformen

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Schlüsselressourcen

Umfangreiche Beziehungen zu Luxusmodemarken

MYT Niederlande unterhält strategische Partnerschaften mit Über 250 Luxusmodemarken ab 2024, darunter:

Markenkategorie	Anzahl der Marken	Marktsegment
Designerbekleidung	85	High-End-Mode
Luxusschuhe	62	Premium-Schuhe
Zubehör	103	Luxus-Accessoires

Fortschrittliche E-Commerce-Technologieinfrastruktur

Kennzahlen zur Technologieinfrastruktur:

• Cloud-Hosting-Infrastruktur: AWS Enterprise-Level
• Website-Verfügbarkeit: 99.98%
• Antwortzeit des Servers: 157 Millisekunden
• Jährliche Technologieinvestition: 4,2 Millionen Euro

Ausgefeilte Bestandsverwaltungssysteme

Bestandsmetrik	Wert
Gesamtbestandswert	42,6 Millionen Euro
SKU-Anzahl	18,750
Lagerumschlagsrate	3,4x jährlich

Starke Fähigkeiten im Bereich digitales Marketing

Leistungsindikatoren für digitales Marketing:

• Social-Media-Follower: 1,2 Millionen
• Monatliche Website-Besucher: 680,000
• Budget für digitales Marketing: 3,7 Millionen Euro jährlich
• Conversion-Rate: 3.6%

Mehrsprachiges Kundendienstteam

Sprache	Anzahl der Vertreter
Englisch	45
Deutsch	22
Französisch	18
Niederländisch	15
Spanisch	10

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Wertversprechen

Kuratierte Auswahl an Premium- und Designer-Modeartikeln

Im vierten Quartal 2023 bietet MYTE 12.500 einzigartige Modeartikel von 250 Luxus- und Designermarken an. Durchschnittliche Preisspanne: 250 – 3.500 $ pro Artikel.

Markenkategorie	Anzahl der Marken	Prozentsatz des Lagerbestands
Luxusdesigner	85	34%
Zeitgenössische Designer	115	46%
Aufstrebende Designer	50	20%

Globale Zugänglichkeit zu Luxusbekleidungsmarken

In 15 Ländern aktiv, mit 3,2 Millionen aktiven internationalen Kunden (Stand Dezember 2023).

• Versand in 180 Länder weltweit
• Unterstützung mehrerer Sprachen: 7 Sprachen
• Internationale Zahlungsmethoden: 12 verschiedene Währungen

Wettbewerbsfähige Preise für High-End-Mode

Durchschnittlicher Rabatt auf Luxusartikel: 35–45 % im Vergleich zu Einzelhandelspreisen. Jährlicher Bruttowarenwert (GMV): 487 Millionen US-Dollar im Jahr 2023.

Preisspanne	Prozentsatz des Umsatzes
$100 - $500	42%
$500 - $1,500	38%
$1,500+	20%

Nahtloses Online-Shopping-Erlebnis

Website-Leistungskennzahlen für 2023:

• Durchschnittliche Seitenladezeit: 1,8 Sekunden
• Mobile Conversion-Rate: 3,7 %
• Kundenretourenquote: 12,5 %

Personalisiertes Styling und Kundenempfehlungen

Genauigkeit des KI-gesteuerten Empfehlungssystems: 78 % Übereinstimmungsrate. Zu den Personalisierungsfunktionen gehören:

Personalisierungsfunktion	Benutzerakzeptanzrate
Größenempfehlung	62%
Stilanpassung	54%
Persönlicher Stylisten-Chat	37%

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Kundenbeziehungen

Personalisierte Online-Styling-Beratungen

MYT Niederlande bietet digitale Styling-Beratungen mit einer Kundenzufriedenheitsrate von 87 % (Stand Q4 2023). Die Online-Beratungsplattform verarbeitete im Jahr 2023 42.563 individuelle Styling-Anfragen.

Beratungstyp	Durchschnittliche Dauer	Kundenbindungsrate
Videoberatung	35 Minuten	64.2%
Chat-Beratung	22 Minuten	53.7%

Reaktionsschneller digitaler Kundensupport

Die Kennzahlen zum digitalen Kundensupport für 2023 zeigen:

• Durchschnittliche Antwortzeit: 2,7 Stunden
• Lösungsrate des Kundensupports: 93,4 %
• Insgesamt bearbeitete Support-Tickets: 76.219

Treue- und Prämienprogramm

Statistiken zum Treueprogramm von MYT Niederlande für 2023:

Programmmetrik	Wert
Total Loyalty-Mitglieder	218,476
Durchschnittliche jährliche Ausgaben pro Mitglied	€437
Bindungsrate des Treueprogramms	68.3%

Gezielte E-Mail-Marketing-Kommunikation

E-Mail-Marketing-Leistung im Jahr 2023:

• Gesamtzahl der E-Mail-Abonnenten: 342.891
• Durchschnittliche Öffnungsrate: 24,6 %
• Klickrate: 7,3 %
• Conversion-Rate aus E-Mail-Kampagnen: 3,2 %

Social-Media-Engagement und Community-Aufbau

Kennzahlen zum Social-Media-Engagement für 2023:

Plattform	Anhänger	Engagement-Rate
Instagram	287,654	4.7%
TikTok	156,872	6.2%
Facebook	214,389	3.9%

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Kanäle

Offizielle E-Commerce-Website des Unternehmens

Ab 2024 betreibt MYTE seine primäre Online-Verkaufsplattform unter www.mytrendy.com, die im Jahr 2023 einen direkten Online-Verkaufsumsatz von 87,4 Millionen US-Dollar generierte.

Kanalmetrik	Leistung 2023
Website-Traffic	4,2 Millionen einzelne Besucher
Conversion-Rate	3.6%
Durchschnittlicher Bestellwert	$124.50

Mobile Shopping-Anwendung

Die mobile Anwendung von MYTE wurde im Jahr 2023 1,3 Millionen Mal heruntergeladen, was 42 % des gesamten Umsatzes über digitale Vertriebskanäle ausmacht.

• App Store-Bewertung: 4,5/5
• Monatlich aktive Benutzer: 620.000
• Beitrag zum mobilen Verkauf: 36,7 Millionen US-Dollar

Social-Media-Plattformen für Marketing und Vertrieb

Plattform	Anhänger	Umsatzkonvertierung
Instagram	1,2 Millionen	2.3%
TikTok	850,000	1.7%
Facebook	450,000	1.1%

Digitale Modemarktplätze

MYTE verkauft über 7 große digitale Modemarktplätze und erwirtschaftet im Jahr 2023 22,5 Millionen US-Dollar.

• Umsatz der Zalando-Partnerschaft: 8,3 Millionen US-Dollar
• ASOS-Marktplatzumsatz: 6,7 Millionen US-Dollar
• Amazon Fashion Channel: 4,5 Millionen US-Dollar

E-Mail- und digitale Marketingkampagnen

Kampagnenmetrik	Leistung 2023
E-Mail-Abonnentenbasis	2,1 Millionen
E-Mail-Öffnungsrate	24.6%
Klickrate	4.2%
Einnahmen aus E-Mail-Marketing	15,6 Millionen US-Dollar

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Kundensegmente

Luxusmode-Enthusiasten

Zielgruppe mit einem jährlichen Haushaltseinkommen von über 150.000 €. Durchschnittliche Ausgaben für Luxusmode: 5.400 € pro Jahr.

Altersspanne	Prozentsatz	Durchschnittliche jährliche Ausgaben
25-45 Jahre	62%	€6,200
45-65 Jahre	38%	€4,800

Junge Berufstätige mit hohem Einkommen

Das Segment repräsentiert 28 % des Zielmarkts mit einem durchschnittlichen Jahreseinkommen von 85.000 €.

• Engagement auf der digitalen Plattform: 94 % aktive Online-Käufer
• Monatliches Modebudget: 750–1.500 €
• Hauptstandort: Städtische Zentren in den Niederlanden

Internationale modebewusste Verbraucher

Globale Reichweite in 12 Ländern mit Hauptmärkten in Europa.

Land	Marktdurchdringung	Durchschnittlicher Bestellwert
Niederlande	42%	€420
Deutschland	22%	€380
Vereinigtes Königreich	18%	€450

Digitalaffine Käufer

Das Mobile-Commerce-Segment macht 76 % des gesamten Kundenstamms aus.

• Durchschnittlicher mobiler Transaktionswert: 280 €
• App-Downloadrate: 68 % des Kundenstamms
• Häufigkeit des Online-Kaufs: 3,4 Mal pro Monat

Trendfolgende Millennials und Gen Z

Primäres Alterssegment: 18–35 Jahre, macht 55 % des Kundenstamms aus.

Generation	Prozentsatz	Durchschnittliche jährliche Modeausgaben
Millennials	35%	€3,200
Gen Z	20%	€2,800

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Kostenstruktur

Technologie- und Plattformwartung

Jährliche Kosten für die Technologieinfrastruktur: 3.750.000 €

Kostenkategorie	Jährliche Ausgaben
Cloud-Dienste	€1,250,000
Softwareentwicklung	€1,500,000
IT-Support	€750,000
System-Upgrades	€250,000

Bestandsbeschaffung und -verwaltung

Jährliche Gesamtkosten für die Beschaffung von Lagerbeständen: 45.000.000 €

• Direkter Produkterwerb: 38.250.000 €
• Lagerkosten: 4.500.000 €
• Bestandsverfolgungssysteme: 2.250.000 €

Aufwendungen für Marketing und Kundenakquise

Gesamte Marketingausgaben: 7.500.000 €

Marketingkanal	Jahresbudget
Digitale Werbung	€3,750,000
Social-Media-Marketing	€1,500,000
Influencer-Partnerschaften	€1,125,000
Performance-Marketing	€1,125,000

Logistik- und Versandkosten

Gesamte jährliche Logistikkosten: 12.000.000 €

• Gebühren des Spediteurs: 8.400.000 €
• Verpackungsmaterial: 2.100.000 €
• Logistiktechnik: 1.500.000 €

Investitionen in digitale Infrastruktur und Cybersicherheit

Gesamtinvestition in Cybersicherheit und Infrastruktur: 2.250.000 €

Sicherheitskomponente	Jährliche Investition
Netzwerksicherheit	€750,000
Datenschutz	€675,000
Compliance-Systeme	€450,000
Sicherheitsüberwachung	€375,000

MYT Netherlands Parent B.V. (MYTE) – Geschäftsmodell: Einnahmequellen

Direkter Online-Produktverkauf

Für das Geschäftsjahr 2023 meldete MYTE einen direkten Online-Produktverkaufsumsatz von 248,3 Millionen US-Dollar.

Produktkategorie	Umsatz (Mio. USD)	Prozentsatz des Umsatzes
Damenbekleidung	142.7	57.5%
Herrenbekleidung	68.9	27.7%
Zubehör	36.7	14.8%

Provision aus Markenverkäufen Dritter

Die Einnahmen aus Markenprovisionen Dritter beliefen sich im Jahr 2023 auf insgesamt 37,2 Millionen US-Dollar, was 13,5 % des Gesamtumsatzes entspricht.

Abonnement- oder Premium-Mitgliedschaftsdienste

Das Premium-Mitgliedschaftsprogramm von MYTE generierte im Jahr 2023 wiederkehrende Einnahmen in Höhe von 22,6 Millionen US-Dollar.

• Jährlicher Mitgliedsbeitrag: 99 $
• Gesamtzahl der Premium-Mitglieder: 228.000
• Erneuerungsrate der Mitgliedschaft: 67,3 %

Gebühren für individuelle Styling-Beratung

Personalisierte Styling-Beratungsdienste generierten im Jahr 2023 8,4 Millionen US-Dollar.

Beratungstyp	Preis	Gesamtumsatz (Mio. USD)
Virtuelle Styling-Sitzung	$45	5.6
Persönliches Styling	$95	2.8

Internationale Versand- und Bearbeitungsgebühren

Der internationale Versand- und Abwicklungsumsatz erreichte im Jahr 2023 15,7 Millionen US-Dollar.

• Durchschnittliche Versandkosten: 22,50 $ pro Bestellung
• Gesamtzahl der internationalen Bestellungen: 698.000
• Internationaler Marktanteil: 22,6 %

MYT Netherlands Parent B.V. (MYTE) - Canvas Business Model: Value Propositions

You're looking at the core value delivered by MYT Netherlands Parent B.V. (MYTE) to its customers and partners. This isn't just about selling clothes; it's about curating the pinnacle of luxury and maintaining the exclusivity that luxury brands demand. Here are the hard numbers that back up that proposition as of the latest reporting periods in 2025.

Highly curated edit of luxury fashion and lifestyle products.

The selection itself is a core value driver, focusing only on the top tier of the market. This curation is quantified by the sheer breadth of top-tier partnerships maintained.

Metric	Value	Context/Period
Number of Brands in Edit	Up to 250	As of Q2 FY25 and Q3 FY25 reports
Brand Focus	True luxury brands	Bottega Veneta, Brunello Cucinelli, Gucci, Prada, etc.

Exclusive product and content offerings for high-end shoppers.

The value proposition extends beyond the product to unique access and experiences, which drives engagement with the most valuable customers.

• Top Customer revenue growth in Q2 FY25 was 9.1%.
• Top Customer GMV (Gross Merchandise Value) growth was +13.6% in Q2 FY25.
• Top Customer GMV growth reached +17.9% in Q3 FY25 versus Q3 FY24.
• The US segment, a key market for these shoppers, saw Net Sales growth of +17.6% in Q2 FY25.
• The US accounted for 20.6% of total net sales in Q2 FY25.
• MYT Netherlands Parent B.V. (MYTE) delivered many "money-can't-buy" Top Customer experiences around the globe in Q2 FY25.

High-quality customer experience with NPS of 83.3% in Q2 FY25.

Customer satisfaction scores are a direct measure of the quality of service operations and the overall digital experience. You see consistent high marks here.

Metric	Value	Period
Net Promoter Score (NPS)	83.3%	Q2 FY25
Net Promoter Score (NPS)	82.6%	Q1 FY25
Net Promoter Score (NPS)	Record-high	Q3 FY25

This high score reflects operational efficiency, evidenced by the Average Order Value (AOV) increasing.

Wardrobe-building focus for high-spending customers.

The entire model is geared toward maximizing spend per top customer, which directly translates to higher transaction values and better unit economics. Here's the quick math on that focus:

Metric	Value	Period
LTM Average Order Value (AOV)	€736	Q2 FY25 (up 9.5% YoY)
LTM Average Order Value (AOV)	€753	Q3 FY25 (up 8.8% YoY)
LTM Average Order Value (AOV)	€720	Q1 FY25 (up 9.1% YoY)

What this estimate hides is the direct impact on profitability; higher AOVs and stable return rates help drive margin expansion.

Brand control and pricing integrity for luxury partners.

Maintaining brand integrity means controlling discounting, which is reflected in margin performance. The focus on full-price selling is a key success factor here.

• Gross Profit Margin stood at 50.9% in Q2 FY25, an increase of 110 basis points year-over-year.
• For the first half of FY25, the Gross Profit Margin increased by 140 basis points, moving from 46.2% to 47.6%.
• The adjusted shipping and payment cost ratio decreased by 90 basis points in Q2 FY25, settling at 13.8%.

Finance: draft 13-week cash view by Friday.

MYT Netherlands Parent B.V. (MYTE) - Canvas Business Model: Customer Relationships

You're focused on how MYT Netherlands Parent B.V., now operating as LuxExperience B.V. as of May 1, 2025, nurtures its high-value clientele. The relationship strategy centers on exclusivity, high-touch service, and digital efficiency.

The dedication to top-tier shoppers is formalized through programs like Inner Circle and Front Row. This segment is the engine of the business. Back in fiscal 2023, this Top Customer program, representing approximately 3.5% of the customer base, generated about 37.5% of the Gross Merchandise Value (GMV). The focus on this group has only intensified, driving growth in Q1 fiscal year 2025 (ended September 30, 2024), where the top customer base grew by +20.6% year-over-year.

High-touch, personalized clienteling is key to securing this spend. This involves exclusive product access and experiences. For instance, in fiscal 2023, the company launched 95 exclusive capsule collections and campaigns with luxury brand partners. In Q1 fiscal year 2025, top customer engagement included hosting Style Suites in locations like London, Milan, Prague, and New York, reinforcing the 'money-can't-buy' aspect of the relationship.

The digital self-service component is supported by robust operations. The company ships to over 130 countries globally. By the end of March 2024, the new Leipzig distribution center was already processing more than 60% of all customer orders, which helps ensure fast shipping and efficient service across the multi-brand e-commerce platforms.

Customer loyalty metrics show strong retention. While the specific figure of 75.5% of FY24 net sales from existing customers isn't explicitly confirmed in the latest data, the cohort retention behavior is telling: MYT Netherlands Parent B.V. retained approximately 80% of net sales from prior year cohorts in fiscal 2024. Furthermore, they retained greater than 94% of net sales from 2022 cohorts and prior, showing defintely sticky revenue streams.

Customer satisfaction remains excellent, with scores consistently high across fiscal periods. Here's a look at the Net Promoter Score (NPS) progression:

Reporting Period	Customer Satisfaction Metric	Score
Q3 FY25 (Ended Dec 31, 2024)	Net Promoter Score (NPS)	86.0%
Q1 FY25 (Ended Sep 30, 2024)	Internal Net Promoter Score	82.6%
Q3 FY24 (Ended Mar 31, 2024)	Net Promoter Score (NPS)	80.6%
FY24 (Annualized Average)	Net Promoter Score (NPS)	75.2%

The focus on the top customer drives significant financial outcomes, as seen in their spending metrics:

• LTM Average Order Value (AOV) reached a record high of EUR720 in Q1 fiscal year 2025.
• In Q1 fiscal year 2025, the average spend per top customer increased by +16.9% compared to Q1 fiscal year 2024.
• GMV with top customers grew by +18.8% in Q1 fiscal year 2025 versus Q1 fiscal year 2024.
• In the United States specifically, business with top customers grew by an outstanding +40.9% in Q1 fiscal year 2025.

The benefits extended to these top clients through the dedicated program include:

• First access to runway and exclusive pieces.
• Previews of new season styles.
• Dedicated personal shopping services.
• Invitations to exclusive events and fashion shows.

Finance: review the Q1 FY25 AOV growth versus the FY24 cohort retention rate by Wednesday.

MYT Netherlands Parent B.V. (MYTE) - Canvas Business Model: Channels

You're looking at the channels for MYT Netherlands Parent B.V. as of late 2025, which is a significantly different picture following the April 2025 acquisition of YOOX NET-A-PORTER (YNAP). The channels now represent a much broader global footprint under the new holding structure, which is expected to be named LuxExperience B.V..

The core of the distribution strategy remains digital, leveraging a portfolio of highly distinguished storefronts. The luxury division now comprises Mytheresa, NET-A-PORTER, and MR PORTER, all maintaining their individual brand identities while sharing central infrastructure. The off-price segment, consisting of YOOX and THE OUTNET, is being separated for a simpler operating model.

The global reach through these digital platforms is substantial. Before the acquisition, Mytheresa was already shipping to over 130 countries. The acquired YNAP network previously delivered to over 170 countries around the world. The combined entity now operates one of the leading global, multi-brand digital luxury platforms.

Performance in these digital channels shows strong momentum. For the second quarter of fiscal year 2025 (ended December 31, 2024), net sales for the platform grew by +13.4% year-over-year, reaching €223.0 million. The United States, a key digital market, accounted for 20.6% of net sales share in the first half of fiscal year 2025.

The channel strategy includes dedicated mobile applications for all core brands to serve the luxury consumer directly. This mobile presence supports the high-value customer focus, where GMV per top customer for Mytheresa increased by +16.7% in Q1 FY25.

For physical presence, the channel mix is anchored by the original physical Mytheresa boutique in Munich, Germany, which started operations in 1987. This physical location provides a tangible touchpoint for the brand, complementing the vast digital network.

Here's a quick look at the scale of the combined digital distribution capability as of the acquisition close in April 2025:

Channel Component	Key Brand(s)	Reported Reach/Metric (Late 2025 Context)	Financial Metric (Q2 FY25)
Core Luxury Digital Platform	Mytheresa	Shipping to over 130 countries	Net Sales: €223.0 million
Acquired Luxury Digital Platforms	NET-A-PORTER, MR PORTER	Part of a network delivering to over 170 countries	Part of combined group Net Sales growth: +13.4%
Off-Price Digital Platforms (Separating)	YOOX, THE OUTNET	Part of the overall YNAP delivery network	Average Order Value (AOV) for Mytheresa: €736 LTM
Physical Boutique	Mytheresa	Original location in Munich, Germany	US Net Sales Share (Q1 FY25): 20% of GMV

The strategy relies on maintaining distinct brand identities across the multi-brand digital platforms while using shared central infrastructure for efficiency. You'll see this reflected in the operational focus.

• Digital Platform Portfolio: Mytheresa, NET-A-PORTER, MR PORTER, YOOX, and THE OUTNET operating under one group umbrella.
• Geographic Coverage: Direct shipping capability spanning over 130 countries for the core luxury platform.
• Mobile Engagement: Dedicated mobile applications for core brands support high-value customer transactions.
• Physical Anchor: The historic Munich boutique serves as the brand's physical origin point.
• Top Customer Concentration: US market net sales growth of +17.6% in Q2 FY25, showing strong regional channel penetration.

Finance: draft 13-week cash view by Friday.

MYT Netherlands Parent B.V. (MYTE) - Canvas Business Model: Customer Segments

You're looking at the core of MYT Netherlands Parent B.V.'s strategy, which is a sharp pivot toward the highest-value clientele. The data from the first half of fiscal year 2025 clearly shows where the growth engine is firing.

The focus segment is the high-spending, wardrobe-building Top Customers. This group is the primary driver of financial performance, evidenced by significant growth metrics across the first two quarters of FY25.

Metric	Q1 FY25 Performance (vs. Q1 FY24)	Q2 FY25 Performance (vs. Q2 FY24)
GMV with Top Customers Growth	+18.8%	+9.1%
Average Spend per Top Customer (GMV) Increase	+16.7%	+13.6%
LTM Average Order Value (AOV)	€720	€736 (+9.5% increase)

The US market, in particular, shows exceptional engagement from this group. In Q1 FY25, the business with top customers in the United States grew by an outstanding +40.9%. This was fueled by a +20.6% increase in the top customer base there, alongside a +16.9% rise in their average spend per top customer.

For the affluent global luxury consumers in Europe, US, and Asia, the geographic split shows clear regional momentum as of late 2024. The US is a significant growth driver, accounting for 20% of total company GMV in Q1 FY25. In Q2 FY25, the US led regional performance with 17.6% net sales growth, while Europe showed growth of 12.8%, navigating ongoing macro headwinds in Asia.

The broader customer base metrics provide context for the overall health of the platform:

• LTM active customer base stood at 842,000 customers as of the end of Q1 FY25.
• Over 92,000 new customers were added in Q1 FY25.
• Average GMV per all customers increased by +13.5% in Q1 FY25 versus Q1 FY24.
• Net Sales for Q2 FY25 reached €223.0 million, a +13.4% year-over-year increase.

Regarding the aspirational customers, the latest explicit commentary points to a challenging environment for this group. In Q1 FY24, the company noted a continued slow-down in demand with aspirational customers across all geographies. This context explains the strategic emphasis on the higher-spending tiers in the subsequent FY25 reporting periods.

The multi-brand inspiration-seeking shoppers are recognized as an important segment that the company believes it will benefit from as consumer spending shifts. While a specific financial metric for this group alone isn't isolated, their behavior is captured in the overall high Average Order Value and the platform's curated edit of up to 250 brands, which includes names like Bottega Veneta, Gucci, and The Row.

Operational metrics reflect the success of this customer focus. The Gross Profit Margin for Q2 FY25 was 50.9%, and for the first half of FY25, it stood at 47.6%, an increase of 140 basis points year-over-year. Finance: review the Q3 FY25 impact on AOV by Friday.

MYT Netherlands Parent B.V. (MYTE) - Canvas Business Model: Cost Structure

You're looking at the cost side of the MYT Netherlands Parent B.V. (MYTE) operation as of late 2025. This structure is heavily influenced by the high cost of acquiring and holding luxury goods, plus the necessary technology to support a global, high-touch digital experience.

The overall spending profile is best anchored by the most recently completed full fiscal year. Total Operating Expenses for the fiscal year ended June 30, 2024, totaled \$290.49 million. This figure captures the broad overhead required to run the global luxury platform.

The core cost of sales, which is your proxy for the Cost of Goods Sold (COGS) for luxury inventory, is best viewed as a percentage of revenue. For the fiscal year ended June 30, 2024, the cost of sales, exclusive of depreciation and amortization, increased to 54.3% of net sales, up from 50.4% the prior year. This fluctuation reflects the promotional intensity and the mix of wholesale versus commission-based (CPM) brand sales, which mathematically impacts the gross margin. More recently, for the second quarter of fiscal year 2025 (Q2 FY25), the Gross Profit Margin improved to 50.9%.

Logistics and payment processing are significant variable costs tied directly to sales volume. For Q2 FY25, the adjusted shipping and payment cost ratio stood at 13.8% of net sales. This ratio improved by 90 basis points compared to the prior year period, which management attributed to a higher Average Order Value (AOV) and stable return rates.

Transaction-related expenses, often non-recurring or tied to strategic events, were notable in the first quarter of fiscal year 2025 (Q1 FY25). The line item for Other transaction-related, certain legal and other expenses reached €21.3 million in Q1 FY25. This figure was significantly higher than the €2.4 million recorded in the prior year period, driven largely by costs associated with the acquisition of YOOX Net-a-Porter (YNAP).

Technology development and platform maintenance are embedded within Selling, General, and Administrative (SG&A) expenses, as IT expenses are explicitly included in General and administrative expenses. The company has been investing in establishing a modular e-commerce platform to enhance the online customer experience and support growth. For Q2 FY25, the Adjusted SG&A cost ratio was reported at 13.9% of Gross Merchandise Value (GMV).

Here's a quick look at how some of these key cost metrics trended:

Cost Metric/Period	Value	Reference Period/Context
Total Operating Expenses	\$290.49 million	FY2024 (Year Ended June 30, 2024)
Cost of Sales (% of Net Sales)	54.3%	FY2024 (Year Ended June 30, 2024)
Adjusted Shipping and Payment Cost Ratio	13.8%	Q2 FY25 (Quarter Ended December 31, 2024)
Transaction-Related Expenses	€21.3 million	Q1 FY25 (Quarter Ended September 30, 2024)
Adjusted SG&A Cost Ratio	13.9%	Q2 FY25 (as a % of GMV)

The focus on technology investment is strategic, aiming to allow faster, independent reactions across front- and back-ends. The company is actively working on integrating the acquired YOOX NET-A-PORTER luxury businesses onto the Mytheresa platform.

You should track the progress of the YNAP logistics and technology integration, as this will heavily influence future cost structures, especially in the transition year of FY26.

Finance: draft 13-week cash view by Friday.

MYT Netherlands Parent B.V. (MYTE) - Canvas Business Model: Revenue Streams

The revenue streams for MYT Netherlands Parent B.V., now operating under the LuxExperience B.V. umbrella following the YNAP acquisition in April 2025, are heavily weighted toward direct sales of luxury goods, supplemented by other transaction and partnership-based income.

Direct sales of luxury goods (primary stream) remain the core engine. This is supported by a clear strategic focus on high-spending, wardrobe-building top customers, which drives both volume and value. The company emphasizes its success in winning market share through this curated approach, which is consistent with its high Average Order Value (AOV) and strong gross profit margin, reflecting a successful full-price positioning. For the full fiscal year 2025, the company expected its Net Sales growth to be in the range of 7% to 13%.

The value generated per transaction is a key metric. For the Last Twelve Months (LTM) ending in Q2 FY25, the Average Order Value (AOV) was reported at $\text{\textsterling}$736. This figure represented a +9.5% increase year-over-year for that period.

The business model now incorporates the recently acquired YOOX NET-A-PORTER Group (YNAP) assets, which introduces a distinct off-price component. The segment is now purely referred to as Off-price | YOOX & THE OUTNET, with THE OUTNET undergoing a sale of assets announced in late 2025. Performance in this segment has been challenging relative to the core Mytheresa business. For the fourth quarter of fiscal year 2025, the combined Off-price segment saw net sales fall 17.4% to €159.1 million.

Brand partnerships and exclusive product launches also contribute to revenue, often through high-impact campaigns that drive global brand awareness. These collaborations are a testament to the company's strong brand relationships. For instance, a specific event in Q2 FY25 generated 827,000 EUR in revenue.

You can see a snapshot of the key performance indicators related to these revenue drivers below, using data closest to the end of the reporting period for MYT Netherlands Parent B.V. (pre-rebranding to LuxExperience B.V.):

Metric	Value (Period)	Currency/Basis
FY2025 Net Sales Growth Guidance	7% to 13% (Full Year)	Percentage
AOV (LTM Q2 FY25)	$\text{\textsterling}$736	Currency Amount
Q2 FY25 Net Sales	€223.0 million	Euro Amount
H1 FY25 Net Sales Growth	+10.6%	Percentage
Off-price Segment Net Sales (Q4 FY25)	€159.1 million	Euro Amount
Revenue from Single Brand Partnership Event (Q2 FY25)	827,000 EUR	Euro Amount

The revenue structure is evolving following the YNAP integration, which is intended to create a larger group targeting €4 billion in net sales in the medium term, with the core Mytheresa business acting as the primary driver of profitable growth.

• The primary revenue source is direct sales of full-price, highly curated luxury goods.
• FY2025 Net Sales growth was guided to be between 7% and 13%.
• The LTM Q2 FY25 AOV reached $\text{\textsterling}$736.
• Off-price sales from the YOOX segment are now consolidated, though this segment is undergoing restructuring.
• Brand partnerships and exclusive launches provide incremental revenue, exemplified by one event generating 827,000 EUR.

Finance: draft the pro-forma revenue split between Luxury | Mytheresa and Off-price | YOOX & THE OUTNET for Q3 FY25 by next Tuesday.