The Luxury Minute by Jing Daily Mytheresa CEO Michael Kliger Defies the Luxury E-Commerce Odds
Oct 8, 2025
Michael Kliger, CEO of LuxExperience and former head of Mytheresa, shares his journey in the luxury e-commerce realm. He discusses the importance of a consistent, customer-first strategy that drives loyalty rather than a focus on immediate revenue. Kliger explains his innovative approach to acquiring distinct retailers to cater to diverse customer bases and the emotional motivations behind luxury purchases. He also highlights how Mytheresa’s curated offerings help avoid choice overload while boosting average order values and adapting to evolving global markets.
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Keep Brands Distinct To Expand Reach
- Michael Kliger says LuxExperience acquired differentiated retailers to serve distinct customer groups without diluting each brand.
- He reports less than 10% customer overlap and keeps separate buying teams to preserve unique propositions.
Unify Ops, Preserve Frontline Identity
- Strengthen brand leadership and hire distinct teams to sharpen each retailer's personality and tone of voice.
- Consolidate backend tech and customer care where customers don't notice to improve efficiency and quality.
Customer Love Beats Revenue Chasing
- Kliger argues consistency and reliability build consumer loyalty more than chasing short-term revenue spikes.
- He frames revenue as an outcome of winning customer enthusiasm, not the primary objective.