LONDON — Mytheresa is hitting the streets of Saint Moritz this season with a first-of-its-kind private club that promises a blizzard of cultural moments, trunk shows, personal styling appointments and chances to unwind during the ski season.
Maison Mytheresa will open on Friday and run through April 6 on Via Serlas, the resort’s top shopping street.
The hotel-inspired maison is the retailer’s first physical immersive luxury space in Europe, and is meant to “celebrate community, sophistication and creativity,” with an ever-evolving calendar of exclusive events and brand activations. The new space is located between Louis Vuitton and Dior, with Mytheresa able to host around 20 people at a time. Mytheresa does, however, continue to operate a freestanding store in Munich, from which the website grew out of.
It will be staffed by a team of personal shoppers, and the events and appointments are by invitation only. The upcoming calendar includes trunk shows with brands including Max Mara, Yeprem fine jewelry and Aquazzura, where founder and creative director Edgardo Osorio will be present.
During the holiday season, Mytheresa plans to offer gingerbread decorating for families, while in the new year there will be astrology readings, a poetry workshop and love letter-writing lessons for Valentine’s Day.
Michael Kliger, the longtime chief executive officer of Mytheresa who will soon take on a similar role at its parent LuxExperience, said the retailer is eager to engage and entertain its top clients where they live, and spend their holidays and leisure time.
A rendering of Maison Mytheresa in Saint Moritz.
“Customers shop with Mytheresa because they save time and it’s convenient. That means we need to meet them where they are, and show them a good time. So many of our customers have second homes, which means we need to be in the Hamptons, or in Saint Moritz or Aspen when they are there,” he said in an interview.
Kliger said Saint Moritz is hopping not only in December, but in January and February, too, “so we thought we’d stay beyond the holiday season, and host our clients” until April.
He emphasized that the maison is not a shop.
“Of course, there will be brands joining us, but we also wanted to bring something special, an immersive experience in the form of a club or a lounge. Maison Mytheresa is really about meeting, bringing people together, having a fashion moment and a good time. We want customers to enjoy themselves,” Kliger said.
Mytheresa is a pioneer of the VVIP experience, and regularly whisks its clients to glamorous locales around the world for trunk shows, museum and cultural tours and intimate meetings with designers. Kliger said the brand will continue to host those events throughout the year.
It recently organized a Tom Ford dinner with creative director Haider Ackermann in London, and a two-day trip to Turin with Zegna where customers met with artistic director Alessandro Sartori and spent time touring the city. Mytheresa also opened a ski pop-up in Beijing and organized styling events in Saudi Arabia.
Kliger, who’s been integrating Net-a-porter and Mr Porter into the wider LuxExperience business following their acquisition from Richemont, said he’s fascinated by the similarities and differences between the retailers’ different customer groups.
The “lobby” of the new Maison Mytheresa in Saint Moritz.
“One client says, ‘I would never go to Net-a-porter because Mytheresa is so good,’ while the other says ‘Net-a-porter really understands me.’ It’s fascinating. If you create a strong personality, you can differentiate yourself in the luxury market,” he said.
Kliger added: “We’ve seen this differentiation for so many years in the world of luxury. It’s a small world that has brands as different as Hermès and Balenciaga, as Gucci and Pucci. There are so many versions of luxury, and so many versions of good, multibrand, digital [stores]. This has been a really fascinating journey.”
Asked about sales trends, and whether the aspirational customer was returning, Kliger said the VVIPs are still “leading the pack. But there is life in the sector, in Europe and in the U.S. There’s life in the Middle East, although Asia is still fickle. But I do think there’s a clear theme emerging. If you charge high prices as a retailer, you need to offer something and that offer needs to be desirable.”
He added that “if you’re good, there will be demand. It’s not a coincidence that we called this group LuxExperience. It is about the experience — be it the product, the brand, the store or the maison. Customers are telling Mytheresa ‘Excite us!’”
Kliger said it takes hard work, but the rewards can be rich. “Do you need to work harder for similar results compared with two or three years ago? Yes, but it’s still possible. Looking to 2026 we expect a solid market, not a stellar one, but a really solid one.”
