MyTheresa founders launch luxe footwear site MarthaLouisa.com
Susanne and Christoph Botschen, the German founders of the high-end concept store Theresa and website MyTheresa.com are gearing up for the March launch of MarthaLouisa.com.
The platform will be dedicated to women's luxury shoes and will feature established brands such as Saint Laurent, Gucci, and Prada as well as young labels like Brother Vellies. The site also promises new brands and special collaboration collections, all designed to position it as a leader in luxury footwear.
MyTheresa was sold in 2016 to the Neiman Marcus group for €150 million and luxury e-tail has seen a spate of such consolidation deals in recent periods.
That's no surprise given how promising the luxury e-tail segment is, according to Bain & Company. It said online sales of luxury goods have jumped 24% since 2017, strongly supported by the sale of accessories. The research firm also said that by 2025, online sales of luxury goods will account for 25% of the market.
MarthaLouisa is positioning itself online specifically in luxury footwear, an area that has less direct competition but is also loaded with potential as reported strong shoe growth from a raft of luxury brands shows.
In 2015 after its merger with Net-A-Porter, Yoox closed Shoescribe, its specialist high-end footwear website, leaving a gap in the market. However, MarthaLouisa won't have the field to itself as many luxury brands are ramping up their footwear offer, while Shoescribe was acquired last November by Italian retailer Tony and should relaunch later this year.
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