- MYT Netherlands Parent B.V. will rebrand to LuxExperience B.V. with a new ticker symbol 'LUXE' starting May 1, 2025.
- The rebranding will consolidate luxury retail platforms such as Mytheresa, NET-A-PORTER, MR PORTER, YOOX, and THE OUTNET.
- The strategic move aims to enhance market reach and brand positioning in the luxury sector.
MYT Netherlands Parent B.V. has announced that it will officially change its name to LuxExperience B.V. The company will begin trading under the new ticker symbol 'LUXE' on the New York Stock Exchange effective May 1, 2025. This rebranding initiative aims to unify several luxury retail platforms, including Mytheresa, NET-A-PORTER, MR PORTER, YOOX, and THE OUTNET, under the LuxExperience umbrella, enhancing its market presence and brand identity.
Mytheresa, a leading luxury multi-brand digital platform, is a notable part of this consolidation. Known for its premium selection of luxury goods, Mytheresa serves over 130 countries worldwide, offering products from renowned brands such as Bottega Veneta, Gucci, and Prada, among others. The company reported a Gross Merchandise Volume (GMV) of €913.6 million for fiscal year 2024, marking a 7% increase from the previous year.
Existing shares of MYT Netherlands Parent B.V.'s stock (MYTE, Financial) will automatically convert to the new 'LUXE' ticker, ensuring a seamless transition for shareholders. The change aligns with the company's strategy to enhance its offering of curated luxury selections and expand its market relevance.
