German luxury e-commerce platform Mytheresa is set to finalize its acquisition of Yoox Net-a-Porter (YNAP) from Swiss group Richemont on April 23, 2025. The deal marks a key milestone in the development of LuxExperience B.V.—a global luxury e-commerce group that was announced earlier this year to unite Mytheresa, Net-a-Porter, Mr Porter, Yoox, and The Outnet under a single operational structure.

Originally unveiled in October 2024, the transaction initiates the next phase of LuxExperience’s rollout, focused on integration and execution. The deal follows the European Commission’s unconditional merger control clearance, granted on April 11, 2025, which enabled Mytheresa to proceed with the transaction. The group’s strategic plan includes platform migration, backend harmonization, and a comprehensive restructuring of its off-price divisions.

Although the renaming of Mytheresa’s parent company was first confirmed in January 2025, the spotlight now shifts to execution. LuxExperience’s rollout strategy includes platform migration, backend harmonization, and a structural revamp of its off-price businesses.

The group will implement a shared backend across its in-season luxury platforms—Mytheresa, Net-a-Porter, and Mr Porter—to enhance logistics, inventory management, and the overall customer experience. At the same time, each brand will maintain an independent front-end identity to preserve brand equity and consumer loyalty.

Yoox and The Outnet will be separated from the core in-season platforms. This deliberate move is designed to streamline operations and improve profitability as LuxExperience navigates a competitive and evolving digital marketplace.

Initial projections show the consolidated group targeting €4 billion in annual gross merchandise value (GMV), with an adjusted EBITDA margin above 8% over the medium term. Richemont will retain a 33% equity stake in the newly combined entity and has committed €555 million in cash, along with a €100 million revolving credit facility, to support the transition.

The full integration process is expected to span 24 to 36 months. During this period, the group will concentrate on backend alignment, commercial restructuring, and redefined strategies tailored to each brand’s positioning.

As the acquisition’s finalization approaches, industry analysts are closely monitoring how LuxExperience will balance in-season and off-price strategies across its multi-brand portfolio, while maintaining operational efficiency and a seamless customer experience in the global luxury e-commerce space.