Luxury Fashion Shop Drives Global Content-to-Commerce Success
November 12, 2013
Munich based mytheresa.com launched in 2006 to bring the runway looks its brick-and-mortar sister store (THERESA) offered to the web. The premise for the business is simple: go to the world’s top fashion shows and cherry pick the hottest pieces from the top designers (from Balenciaga to Valentino), and sell them directly to customers. Seven years later, mytheresa.com features over 180 brands and their business has grown by over 60% annually since 2008.
How did they do it? Like many web stores, mytheresa.com started out on a small platform managed by only two people. Within three years, they were at the very limit of their site functionality and traffic capacity, and with limited options to upgrade the site, add modules or beef up their security without crippling the entire site.
After extensive research, mytheresa.com partnered with Magento Solution Partner mzentrale to rebuild their site on Magento Enterprise Edition because of its robust feature set, flexibility and active community. “It was a very easy decision to go with Magento because the platform’s flexibility aligned with our unique business model,” said Head of IT, Ulf Dammertz.
Key capabilities on their wish list:
Flexibility to power their unique content to commerce approach
Ability to quickly and easily upload large volume of product updates multiple times per week
Customize caching to split channels by business needs rather than by traffic
Ability to dynamically support 19 parallel store views
“We needed a highly flexible and scalable ecommerce platform to support our unique business model combining fashion publishing and retail around the world,” said Dammertz. “Thanks to our close partnership with mzentrale, we’ve been able to achieve incredible results with Magento Enterprise Edition.”
With massive growth since its launch, mytheresa.com is now one of the leading luxury-fashion web stores in Europe, carrying many brands that don’t have their own eCommerce sites (see the interview with Christoph and Susanne Botschen, co-founders of mytheresa.com at WWD Summer Session below). And, unlike other online fashion sites that dictate pricing to fit their own business model, mytheresa.com continues to put designers first. Those who partner with mytheresa.com know that their needs get first priority. If a designer wants to update pricing in a specific country—even if they’re featuring just a few items—mytheresa.com can make those updates very quickly. It’s a big part of why mytheresa.com enjoys some unique fashion relationships and its business has consistently experienced such high annual growth.
Since they started working with Magento Enterprise Edition in 2011, they now have over 1.5M unique monthly visitors and 2,000 orders a day, and over 900 new pieces go live every week. Their mobile app has been downloaded over 45,000 times, they have over 175,000 newsletter subscribers, and 60% of sales come from international markets accessed through their site.
mytheresa.com gives each designer their own store with a profile and current trend description in the header banner.
Shop looks right off the runway from the hottest shows. Hover over the products to see the piece in the runway look.
mytheresa.com pulls the pieces together into their favorite trends of the season.