Mytheresa Uses AI to Identify Future VIP Customers Before They Spend Big

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6.14.2026

Quick Facts

Mytheresa’s AI analyzes customer signals including first purchases, payment methods, and browsing patterns to identify future VIP shoppers
The company’s top 3% of customers drive 36% of annual revenue, with this segment growing 28% in Q3
AI has expanded beyond customer targeting to product recommendations, search, and personalized content across the platform

Mytheresa is using artificial intelligence to identify which new customers will become VIP shoppers before they demonstrate high spending patterns.

Michael Kliger, CEO of LuxExperience (Mytheresa’s parent company), confirmed the luxury retailer deploys predictive models to analyze multiple customer signals. The system examines first purchases, search behavior, payment methods, shipping addresses, and transaction timing to predict future spending levels.

“I will share a secret,” Kliger told Business of Fashion. “The most important part is who you target as your new customers. It’s purely AI now doing that work for the company.”

The AI system prioritizes recent customer activity over historical data. Kliger said the company focuses more on customer behavior from the past three weeks than actions from a year ago. Product type remains a key indicator – expensive dresses or jackets suggest wardrobe building, while luxury handbags often represent one-time purchases.

Mytheresa has used predictive customer targeting since 2017, but recent AI advances expanded the technology’s role. The system now handles product recommendations, search optimization, merchandising, and content personalization across the platform.

The strategy targets a critical customer segment. Just 3% of Mytheresa’s customers generate 36% of annual revenue. This top tier grew 28% in the three months ending March 31, with average spending per customer increasing 6.7%.

Financial results validate the AI approach. Mytheresa reported 9.9% net sales growth at constant currency in Q3 FY25, with average order value rising 8.8% to €753. The company maintained strong profitability with a 4% adjusted EBITDA margin.

LuxExperience’s acquisition of YNAP created a database of 4 million luxury customers, which Kliger called “the richest database in the world for luxury shoppers.” This expanded data set enhances AI model accuracy across the company’s brands including Net-a-Porter and Mr Porter.

The technology implementation reflects broader luxury retail trends. According to Cascadia Capital’s 2025 Retail Technology Report, customer experience enhancement technologies are growing at 15.2% annually. Two-thirds of luxury consumers already use AI tools when shopping online.

Kliger emphasized the competitive advantage: “Our clear focus on the high-spending, wardrobe-building top customers sets us apart and allows us to win market share and grow profitably.”