Search on Fashionbi
From Farfetch's digital clienteling to Mytheresa's exclusive private shopping experiences, luxury multi-brand e-tailers are intensifying competition.
Sectors & Markets
24 August, 2026
Table of contents
With luxury brands accelerating their direct-to-consumer strategies, retailers have to think beyond product assortment, exclusive brand portfolios or global reach to differentiate themselves. Between 2024 and 2026, the sector is investing in premium services, private client programmes and experiential retail to strengthen customer loyalty and increase lifetime value.
LuxExperience and Farfetch are among the examples of this transformation, but they are not alone. Saks Global, Moda Operandi, Nordstrom, Harrods, Printemps, and Bloomingdales have all introduced or expanded high-touch services. While each retailer has adopted a different approach, the common objective is clear: creating value more than just a transaction.
However, the industry's transformation has also been accompanied by significant consolidation and restructuring. Between 2024 and 2026, Saks Global went through Chapter 11 restructuring, SSENSE entered creditor protection, LVMH decided to close 24S, and ownership changes continued to reshape players, including Farfetch and LuxExperience.
| Retailer | Key Service Launches (2024–2026) | Strategic Focus |
|---|---|---|
| LuxExperience (Mytheresa) | Mytheresa: Top Customer programme, personal shoppers, exclusive experiences; NET-A-PORTER: EIP experiences, dedicated Personal Shoppers, invitation-only moments | Relationship-led and personalised clienteling |
| Farfetch | FARFETCH FIRST, FARFETCH Live, Fashion Concierge | Digital clienteling |
| Saks Global | Fifth Avenue Club expansion, Global Stylist programme, AI-powered personalisation | Omnichannel luxury services |
| Moda Operandi | Moda Private | Invitation-only client advisory |
| Nordstrom | Director of Luxury Styling (February 2025) | Stylist-led shopping |
| Printemps New York | Hospitality-led flagship (March 2025) | Experiential retail |
| Harrods | Platinum Tier private shopping | VIP loyalty ecosystem |
| Bloomingdale's | Rebag luxury resale partnership (August 2024) | Circular luxury services |
Between June 2024 and October 2025, Saks Global strengthened its Fifth Avenue Club personal shopping network, launched the Global Stylist programme and introduced AI-powered personalisation across Saks.com. In February 2025, Nordstrom enhanced luxury styling by appointing Catherine Bloom as the Director of Luxury Styling, while Moda Operandi expanded its invitation-only Moda Private service, offering dedicated advisors and privileged access to runway collections.
Printemps New York, which opened in March 2025, blends luxury shopping with hospitality, restaurants and private salons, while Browns introduced Parlour in October 2025, extending its flagship into wellness and beauty experiences. Harrods elevated its Platinum Rewards programme through private shopping at The Penthouse, and Bloomingdale's entered luxury resale through its August 2024 partnership with Rebag.
Collectively, these initiatives demonstrate that retailers are competing through access, expertise and personalised engagement. However, services such as personal shopping, concierge assistance and invitation-only events are rapidly becoming industry standards. Competitive advantage depends on integrating these services into a broader customer ecosystem.
Following the April 2025 acquisition of YOOX NET-A-PORTER, MYT Netherlands Parent B.V. was renamed LuxExperience B.V., bringing NET-A-PORTER and MR PORTER alongside Mytheresa. The group has since been focusing on simplifying the combined business, separating its Luxury and Off-price operations and improving profitability.
Mytheresa remains the strongest performer in the Luxury portfolio. In Q3 FY26, GMV rose 7,0% to €279,6 million and net sales increased by 5,6% to €256 million. Adjusted EBITDA grew by 50,4% to €14,1 million. Despite a 7,5% decline in active customers, AOV increased by 12,5% to €847. Its Top Customer strategy is leveraged through exclusive capsules, pre-launches and invitation-led experiences.
NET-A-PORTER and MR PORTER are still undergoing a recovery. Their combined Q3 FY26 GMV declined by 11,8% and net sales fell by 11,7%, with active customers down by 16,7%. However, AOV increased by 7,9% to €865 and gross profit margin expanded by 700 basis points to 48,5%. This indicates stronger customer economics and improved profitability. The brands are also using editorial content and exclusive EIP experiences to strengthen engagement. This includes NET-A-PORTER's fashion-month activations and Le Virage campaign.
Farfetch is pursuing a more technology-led approach to luxury clienteling. Since becoming part of Coupang, it no longer reports standalone financial results, but its strategy focuses on services such as FARFETCH FIRST and FARFETCH Live, combining premium fulfilment, Fashion Concierge and specialist expertise to recreate the exclusivity of an in-store luxury appointment online.
The industry's quick adoption of premium services also highlights an important distinction between table stakes and true differentiation.
| Becoming Industry Standard | Emerging Differentiators |
|---|---|
| Personal shopping | AI-powered clienteling |
| Tiered loyalty programmes | Integrated Private Client ecosystems |
| Concierge services | Luxury livestream shopping |
| Invitation-only sales | Hospitality-led retail experiences |
| Premium delivery | Exclusive brand activations and cultural experiences |
With more retailers introducing personal shoppers, concierge support and VIP programmes, these services are becoming baseline expectations for affluent consumers. The differentiation comes from how seamlessly retailers combine digital capabilities, physical experiences and brand partnerships into a single customer ecosystem.
The industry's recent restructuring demonstrates that premium services alone cannot solve structural business challenges. While Saks Global expanded Fifth Avenue Club, AI-powered personalisation and the Global Stylist programme, the company filed for Chapter 11 bankruptcy protection in late 2025 before emerging as Exemplar Luxury Group in June 2026. SSENSE entered creditor protection despite investing in high-touch personal shopping services, while LVMH discontinued 24S in 2025 as part of a broader strategic review of its multi-brand retail operations. At the same time, Farfetch's acquisition by Coupang in January 2024 and LuxExperience's acquisition of YOOX NET-A-PORTER in April 2025 illustrate how ownership changes and consolidation are reshaping the luxury e-commerce landscape.
The evolution of luxury multi-brand retail suggests that the industry's competitive landscape is no longer defined by access to only the products. Retailers are competing to become long-term partners in their customers' luxury journeys through personalised advice, exclusive access, immersive experiences and technology-enabled services.
LuxExperience and Farfetch illustrate two complementary models for achieving this objective. LuxExperience is building profitability through curated, relationship-led clienteling built around personal shoppers and luxury brand collaborations. Farfetch is extending premium services across a global marketplace through digital clienteling, concierge support and seamless fulfilment. Both approaches recognise that customer relationships are becoming the industry's primary source of competitive advantage.
As premium services become standard across the industry, future differentiation will depend less on launching individual initiatives and more on integrating clienteling, technology and exclusive experiences into a cohesive business model. The retailers that successfully build these relationship-driven ecosystems will be best positioned to remain indispensable partners for both luxury brands and their highest-value customers.
Cover Image: Mytheresa.