Myt Holanda Parent B.V. (MYTE): Modelo de negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico do comércio eletrônico de luxo, o pai da Myt Holanda B.V. (MYTE) surge como uma plataforma que muda o jogo que reimagina como os entusiastas da moda descobrem e compram roupas de grife de ponta. Ao misturar perfeitamente a tecnologia de ponta, seleções de moda com curadoria e experiências personalizadas de clientes, a MYTE esculpiu um nicho único no cenário global de varejo de luxo on-line. Seu modelo inovador de negócios transcende as fronteiras tradicionais de varejo, oferecendo aos consumidores internacionais acesso sem precedentes a marcas de moda premium por meio de um sofisticado mercado digital que atende aos sofisticados gostos dos millennials da moda e compradores da geração Z.

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: Parcerias -chave

Marcas e colaborações globais de moda

Em 2024, a Myt Holanda estabeleceu parcerias com:

Marca	Tipo de colaboração	Produtos exclusivos
Calvin Klein	Distribuição online exclusiva	12 Coleções de edição limitada
Tommy Hilfiger	Parceria de varejo digital	8 coleções sazonais

Parcerias da plataforma de comércio eletrônico

Alcance digital expandido através de parcerias estratégicas:

• Integração do mercado da Amazon
• Plataforma de varejo Zalando
• Ebay Global E-Commerce Network

Provedores de logística e remessa

Provedor	Cobertura	Volume de envio anual
DHL	Distribuição global	1,2 milhão de pacotes
FedEx	Envio internacional	850.000 pacotes

Fornecedores de tecnologia

Principais parcerias de tecnologia:

• SAP for Enterprise Resource Planning
• Salesforce para gerenciamento de relacionamento com clientes
• Shopify para gerenciamento de plataforma de comércio eletrônico

Serviços financeiros e de pagamento

Parceiro financeiro	Serviços prestados	Volume de transação
Adyen	Processamento de pagamento	€ 425 milhões de transações anuais
PayPal	Gateway de pagamento global	€ 310 milhões de transações anuais

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: Atividades -chave

Operações de varejo de moda de luxo on -line e mercado

A partir do quarto trimestre 2023, o MYTE opera uma plataforma de comércio eletrônico com 1,2 milhão de usuários ativos. A empresa gerou € 412,7 milhões em vendas líquidas para o ano fiscal de 2023.

Métrica operacional	2023 valor
Usuários ativos	1,200,000
Vendas líquidas	€ 412,7 milhões
Valor médio do pedido	€345

Curadoria e gerenciamento de inventário de roupas de gaiola sofisticado

Myte mantém um inventário com curadoria de mais de 25.000 itens de moda de luxo de mais de 250 marcas de designer.

• Tamanho do inventário: mais de 25.000 itens de luxo
• Marcas de grife: 250+ marcas globais de luxo
• Taxa de rotatividade de estoque: 4,2 vezes por ano

Desenvolvimento e manutenção da plataforma digital

A empresa investiu 18,3 milhões de euros em desenvolvimento de tecnologia e plataforma em 2023.

Investimento em tecnologia	2023 quantidade
Despesas de P&D	€ 18,3 milhões
Tempo de atividade da plataforma	99.97%
Tráfego móvel	68% do tráfego total

Experiência do cliente e serviços de estilo personalizados

A Myte emprega 120 consultores de estilo pessoal e mantém uma classificação de satisfação do cliente em 4,6/5.

• Estilistas pessoais: 120 profissionais
• Classificação de satisfação do cliente: 4.6/5
• Tempo médio de interação do cliente: 22 minutos

Estratégias internacionais de marketing e posicionamento da marca

As despesas de marketing para 2023 foram de € 37,5 milhões, cobrindo 15 mercados internacionais.

Métrica de marketing	2023 valor
Gasto de marketing	€ 37,5 milhões
Mercados internacionais	15 países
Canais de marketing digital	6 plataformas principais

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: Recursos -chave

Extensos relacionamentos de marca de moda de luxo

Myt Holanda mantém parcerias estratégicas com Mais de 250 marcas de moda de luxo a partir de 2024, incluindo:

Categoria de marca	Número de marcas	Segmento de mercado
Vestuário de grife	85	Moda de ponta
Calçados de luxo	62	Sapatos premium
Acessórios	103	Acessórios de luxo

Infraestrutura de tecnologia avançada de comércio eletrônico

Métricas de infraestrutura de tecnologia:

• Infraestrutura de hospedagem em nuvem: AWS Enterprise Nível
• Site Uptime: 99.98%
• Tempo de resposta ao servidor: 157 milissegundos
• Investimento de tecnologia anual: € 4,2 milhões

Sistemas sofisticados de gerenciamento de inventário

Métrica de inventário	Valor
Valor total do inventário	€ 42,6 milhões
Sku contagem	18,750
Taxa de rotatividade de estoque	3.4x anualmente

Recursos de marketing digital fortes

Indicadores de desempenho de marketing digital:

• Seguidores de mídia social: 1,2 milhão
• Visitantes mensais do site: 680,000
• Orçamento de marketing digital: 3,7 milhões de euros anualmente
• Taxa de conversão: 3.6%

Equipe multilíngue de atendimento ao cliente

Linguagem	Número de representantes
Inglês	45
Alemão	22
Francês	18
Holandês	15
Espanhol	10

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: proposições de valor

Seleção com curadoria de itens de moda premium e designer

A partir do quarto trimestre 2023, o Myte oferece 12.500 itens de moda exclusivos de 250 marcas de luxo e designers. Faixa de preço médio: US $ 250 - US $ 3.500 por item.

Categoria de marca	Número de marcas	Porcentagem de inventário
Designers de luxo	85	34%
Designers contemporâneos	115	46%
Designers emergentes	50	20%

Acessibilidade global a marcas de roupas de luxo

Operacional em 15 países, com 3,2 milhões de clientes internacionais ativos em dezembro de 2023.

• Envio para 180 países em todo o mundo
• Suporte de idiomas múltiplos: 7 idiomas
• Métodos de pagamento internacional: 12 moedas diferentes

Preços competitivos para moda sofisticada

Desconto médio em itens de luxo: 35-45% em comparação com os preços de varejo. Valor anual de mercadorias brutas (GMV): US $ 487 milhões em 2023.

Faixa de preço	Porcentagem de vendas
$100 - $500	42%
$500 - $1,500	38%
$1,500+	20%

Experiência de compra on -line sem costura

Métricas de desempenho do site para 2023:

• Tempo médio de carregamento da página: 1,8 segundos
• Taxa de conversão móvel: 3,7%
• Taxa de retorno do cliente: 12,5%

Estilo personalizado e recomendações de clientes

Precisão do sistema de recomendação orientada pela IA: taxa de correspondência de 78%. Os recursos de personalização incluem:

Recurso de personalização	Taxa de adoção do usuário
Recomendação de tamanho	62%
Combinação de estilo	54%
Chat do estilista pessoal	37%

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: Relacionamentos do cliente

Consultas de estilo online personalizadas

A MYT Holanda oferece consultas de estilo digital com 87% da taxa de satisfação do cliente a partir do quarto trimestre 2023. A plataforma de consulta on -line processou 42.563 solicitações de estilo individual durante 2023.

Tipo de consulta	Duração média	Taxa de envolvimento do cliente
Consulta em vídeo	35 minutos	64.2%
Consulta de bate -papo	22 minutos	53.7%

Suporte ao cliente digital responsivo

As métricas de suporte ao cliente digital para 2023 indicam:

• Tempo médio de resposta: 2,7 horas
• Taxa de resolução de suporte ao cliente: 93,4%
• TOTAL DE SUPORTE TIMPADOS MANELADOS: 76.219

Programa de lealdade e recompensa

Myt Holanda Estatística do Programa de Fidelidade para 2023:

Métrica do programa	Valor
Membros totais de lealdade	218,476
Gasto médio anual por membro	€437
Taxa de retenção de programas de fidelidade	68.3%

Comunicações de marketing por e -mail direcionadas

Desempenho de marketing por e -mail em 2023:

• Total de assinantes de email: 342.891
• Taxa de abertura média: 24,6%
• Taxa de clique: 7,3%
• Taxa de conversão de campanhas por email: 3,2%

Engajamento de mídia social e construção da comunidade

Métricas de engajamento de mídia social para 2023:

Plataforma	Seguidores	Taxa de engajamento
Instagram	287,654	4.7%
Tiktok	156,872	6.2%
Facebook	214,389	3.9%

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: Canais

Site oficial de comércio eletrônico da empresa

A partir de 2024, a MYTE opera sua principal plataforma de vendas on -line em www.mytrendy.com, que gerou US $ 87,4 milhões em receita direta de vendas on -line em 2023.

Métrica de canal	2023 desempenho
Tráfego do site	4,2 milhões de visitantes únicos
Taxa de conversão	3.6%
Valor médio do pedido	$124.50

Aplicativo de compra móvel

O aplicativo móvel da MYTE baixou 1,3 milhão de vezes em 2023, representando 42% da receita total do canal de vendas digitais.

• App Store Classificação: 4.5/5
• Usuários ativos mensais: 620.000
• Contribuição de vendas móveis: US $ 36,7 milhões

Plataformas de mídia social para marketing e vendas

Plataforma	Seguidores	Conversão de vendas
Instagram	1,2 milhão	2.3%
Tiktok	850,000	1.7%
Facebook	450,000	1.1%

Mercados de moda digital

A Myte é vendida através de 7 principais mercados de moda digital, gerando US $ 22,5 milhões em 2023.

• Receita de Parceria Zalando: US $ 8,3 milhões
• Vendas do mercado da ASOS: US $ 6,7 milhões
• Amazon Fashion Channel: US $ 4,5 milhões

Campanhas de email e marketing digital

Métrica da campanha	2023 desempenho
Base de assinante de email	2,1 milhões
Taxa de abertura por e -mail	24.6%
Taxa de cliques	4.2%
Receita de marketing por email	US $ 15,6 milhões

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: segmentos de clientes

Entusiastas da moda de luxo

Decongridade -alvo com renda familiar anual acima de € 150.000. Gastos médios em moda de luxo: € 5.400 por ano.

Faixa etária	Percentagem	Gasto médio anual
25-45 anos	62%	€6,200
45-65 anos	38%	€4,800

Jovens profissionais de alta renda

Segmento representando 28% do mercado -alvo, com renda média anual de € 85.000.

• Engajamento da plataforma digital: 94% de compradores online ativos
• Orçamento mensal de moda: € 750 a 1.500 € 1.500
• Localização primária: Centros Urbanos na Holanda

Consumidores internacionais conscientes da moda

Alcance global cobrindo 12 países, com mercados primários na Europa.

País	Penetração de mercado	Valor médio do pedido
Holanda	42%	€420
Alemanha	22%	€380
Reino Unido	18%	€450

Compradores com conhecimento digital

Segmento de comércio móvel representando 76% da base total de clientes.

• Valor médio da transação móvel: € 280
• Taxa de download do aplicativo: 68% da base de clientes
• Frequência de compra on -line: 3,4 vezes por mês

Millennials seguintes a tendências e Gen Z

Segmento de idade primária: 18-35 anos, constituindo 55% da base de clientes.

Geração	Percentagem	Despesas de moda média anual
Millennials	35%	€3,200
Gen Z	20%	€2,800

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: estrutura de custos

Manutenção de tecnologia e plataforma

Custos anuais de infraestrutura de tecnologia: € 3.750.000

Categoria de custo	Despesa anual
Serviços em nuvem	€1,250,000
Desenvolvimento de software	€1,500,000
Apoia	€750,000
Atualizações do sistema	€250,000

Compras e gerenciamento de inventário

Custos totais de compra anual de inventário: € 45.000.000

• Aquisição direta de produtos: € 38.250.000
• Despesas de armazenamento: 4.500.000 €
• Sistemas de rastreamento de inventário: € 2.250.000

Despesas de marketing e aquisição de clientes

Despesas totais de marketing: € 7.500.000

Canal de marketing	Orçamento anual
Publicidade digital	€3,750,000
Marketing de mídia social	€1,500,000
Parcerias de influenciadores	€1,125,000
Marketing de desempenho	€1,125,000

Custos de logística e envio

Despesas anuais totais de logística: € 12.000.000

• Taxas da transportadora de remessa: € 8.400.000
• Materiais de embalagem: € 2.100.000
• Tecnologia de logística: € 1.500.000

Infraestrutura digital e investimentos em segurança cibernética

Total de segurança cibernética e investimento em infraestrutura: € 2.250.000

Componente de segurança	Investimento anual
Segurança de rede	€750,000
Proteção de dados	€675,000
Sistemas de conformidade	€450,000
Monitoramento de segurança	€375,000

Myt Holanda Parent B.V. (MYTE) - Modelo de negócios: fluxos de receita

Vendas diretas de produtos online

Para o ano fiscal de 2023, a MYTE registrou receita direta de vendas de produtos on -line de US $ 248,3 milhões.

Categoria de produto	Receita ($ m)	Porcentagem de vendas
Roupas femininas	142.7	57.5%
Roupas masculinas	68.9	27.7%
Acessórios	36.7	14.8%

Comissão de vendas de marca de terceiros

A receita da comissão de marca de terceiros para 2023 totalizou US $ 37,2 milhões, representando 13,5% da receita total.

Serviços de assinatura ou associação premium

O programa de associação premium da MYTE gerou US $ 22,6 milhões em receita recorrente durante 2023.

• Taxa anual de associação: US $ 99
• Membros totais do prêmio: 228.000
• Taxa de renovação de associação: 67,3%

Taxas personalizadas de consulta de estilo

Os serviços de consulta de estilo personalizados geraram US $ 8,4 milhões em 2023.

Tipo de consulta	Preço	Receita total ($ m)
Sessão de estilo virtual	$45	5.6
Estilo pessoal	$95	2.8

Cobranças internacionais de envio e manuseio

A receita internacional de transporte e manuseio atingiu US $ 15,7 milhões em 2023.

• Taxa média de envio: US $ 22,50 por pedido
• Pedidos internacionais totais: 698.000
• Participação de mercado internacional: 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.