Exclusive by design
Access had to be limited to selected top customers, which ruled out a normal shop launch.
All work
Mytheresa, 2023 to 2024 0 to 1
Privé: an invitation-only VIP shop
Mytheresa wanted a shop open only to its top customers, with exclusive designer drops. I took it from a gated US pilot to a global rollout, then handed it to Operations.
- Role
- Senior Product Manager
- Stakeholders
- C-suite, designer brands, personal shoppers, Operations
- Scope
- Built from scratch
- Result
- Conversion from 0.2% to 1.2%
The problem
A shop for selected top customers had to feel exclusive, and still convert.
Designers to convince
The concept only worked if designer brands committed to exclusive drops.
No playbook
Nothing like it existed at Mytheresa, so the first version had to be built from scratch.
What I did
Defined the goals and started small
I set the goals with the C-suite and launched a US pilot with access gated by customer segment, and ordering through personal shoppers.
Brought designers on board
I created the CEO's video pitch to designer brands, which helped secure the exclusive drops the shop depended on.
Let the pilot decide the next step
Pilot data pointed to direct checkout, so we added it for the UK and EU, then rolled out globally. I trained Operations to run future launches on their own.
The call
Results
Conversion rose six times from the US pilot to the global rollout.
6xconversion, 0.2% to 1.2%
Globalrollout after UK and EU
Opsnow runs launches on their own
What worked
- Starting small kept the risk low and produced the evidence for direct checkout.
- Training Operations meant future launches no longer depended on product.
What didn't
- Ordering through personal shoppers didn't scale, so it had to be replaced by direct checkout.
What I'd do differently
I'd define the expansion criteria before the pilot starts, so moving to direct checkout is a planned gate rather than a later decision.