8legs: Vogue business global summit

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How Mytheresa CEO Francis Belin Got the Job

Belin frames Mytheresa’s growth around relationships, not sheer scale or discounts.
The CEO stresses a concise brand edit, focusing on the best 20 dresses from 250 brands.
Technology aids personalization but won’t replace the human touch in clienteling.
Belin highlights expansion in the US as a top market and ongoing European growth.
Events and brand partnerships are used to deepen relationships with clients and brands.
Mytheresa prioritizes effortless service and fast returns as a core differentiator.
The brand avoids loyalty discounts, citing an economic model that values service and curation.
Belin’s background at Christie’s informs his emphasis on relationship-building with brands and clients.
The CEO plans selective, high-touch events like a pop-up in St. Moritz to scale brand experience.
Belin notes Mytheresa’s growth requires discipline and a clear view of what customers want.

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