E-commerce company Mytheresa has announced its preparations to rename to LuxExperience as part of its planned acquisition of YOOX NET-A-PORTER (“YNAP”). As a newly combined group, LuxExperience will be home to some of the most distinguished store brands in digital luxury with strong identities and unique characteristics, offering highly curated and strongly differentiated edits of the most prestigious luxury brands for luxury shoppers worldwide.

The renaming reflects the company's ambition to build a leading global multi-brand digital luxury group that builds communities for luxury enthusiasts and creates desirability through unique digital and physical experiences. The renaming will be presented for approval by the company's shareholders at an Extraordinary General Meeting, scheduled for 6 March.