What: Mytheresa CEO Francis Belin plans to scale seasonal residences and client events such as Maison Mytheresa, arguing that curation, access and in-person experiences are what technology and mono-brand

Why it is important: Mytheresa's results show that a deliberately narrow assortment and event-led relationships with top spenders can sustain growth, with fourth-quarter net sales up 7.6% excluding currency at LuxExperience, while broader multibrand models are being restructured.

Francis Belin took over as CEO of Mytheresa from Michael Kliger at the start of the year, inheriting a business posting double-digit growth. Third-quarter net sales rose 10% to €250m, with Europe the largest market, followed by the US and the Middle East. Belin rejects the multibrand retailer label, arguing that Mytheresa has moved past the traditional wholesale model and operates as a host and private club built on relationships with customers and brands.

The platform reviews up to 250 fashion brands and 30 fine-jewellery labels, removes anything not relevant to its audience, and seeks exclusive capsules, pre-launches and trunk shows, including from hard-to-find names such as Phoebe Philo. Belin says brands grant this access because of how Mytheresa tells their stories and serves top customers, something mono-brand retail cannot replicate.

Belin has hosted dinners in the Hamptons and co-hosted a Valentino dinner in Beverly Hills, and oversaw the Maison Mytheresa yacht residency between Monaco and Saint-Tropez. He plans more seasonal residences and uses events as market research. Logistics and the online experience remain the foundation of the business, while he says AI will not replace buyers' taste or live events.

IADS Notes: Belin's curation and relationship model builds on a positioning already documented in earlier coverage. WWD in February 2026 described Mytheresa's concentration on its top 4% of clients, who generate 40% of its business, served through a 250-brand assortment, exclusive capsules and immersive events. BoF in December 2025 cited Mytheresa alongside Bloomingdale's as a rival gaining ground through tight curation and high-touch service, while Matches, Ssense and Saks were being restructured or relaunched. The handover to Belin was covered by Forbes in December 2025, which reported fiscal 2025 growth of 8% and $1.15bn in gross merchandise value at Mytheresa. The event-led approach is visible in group results: Bloomberg reported in September 2026 that LuxExperience grew fourth-quarter net sales 7.6% excluding currency, with Mytheresa's 100,000 top customers shopping every 28 days and attending brand events in Lake Como and Porto Cervo. Brands are making a comparable bet on top-client hospitality, as the Wall Street Journal reported in September 2026 with Prada's private Fashion Week programmes and members-only floor in Milan, where its CEO cites a return of about €7 for every euro spent entertaining top clients.

Belin's plan to turn Mytheresa into luxury's best-connected club