What: Prada consolidates its digital presence by selecting Mytheresa as its sole worldwide e-commerce distribution partner.

Why it is important: The exclusive agreement validates Mytheresa's premium positioning strategy and comes at a crucial time as they transform into LuxExperience, setting new standards for luxury e-commerce partnerships.

Mytheresa's partnership with Prada marks a significant expansion of their existing relationship, evolving from European-only distribution to exclusive global reach. The development coincides with Mytheresa's transformation into LuxExperience and its acquisition of YNAP, positioning the platform as a dominant force in luxury e-commerce. This partnership builds upon Mytheresa's long-standing relationship with Prada, dating back to their origins as a Munich boutique in 1987. Their journey together has seen significant milestones, including Mytheresa's selection as one of only two exclusive online retailers for Prada's ready-to-wear collections in 2016, followed by key collaborations with both Prada and Miu Miu in 2017. This latest development reinforces Mytheresa's strategic position in the luxury e-commerce landscape as they prepare to finalize their transformative acquisition of YNAP.

IADS Notes: Mytheresa's appointment as Prada's exclusive global e-commerce partner in April 2025 represents a significant milestone in luxury digital retail. This partnership builds on Mytheresa's emergence as a dominant force in luxury e-commerce, following their successful acquisition of YNAP in December 2024. The timing is particularly strategic as Mytheresa transforms into LuxExperience, leveraging their enhanced logistics infrastructure and innovative digital capabilities. Their proven track record of maintaining premium positioning without competing on price, combined with their focus on high-value customers that has driven average order values to EUR 720, makes them an ideal partner for Prada's global digital expansion. This exclusive partnership further strengthens Mytheresa's competitive position as they work toward their goal of creating a EUR 4 billion revenue business by 2029.

Mytheresa becomes Prada’s only global e-commerce partner