MYT Netherlands Parent B.V., the parent company of Mytheresa Group GmbH, Munich, was seeking a partner to help position the company as one of the most successful and fastest growing online trading platforms for luxury fashion goods and guide it through a cross border initial public offering process in New York.

MYTHERESA has asked us:

  • to support IPO communications across all channels and stakeholder groups – from filing to Listing Day – all virtually.

We assembled a small, skilled team on both sides of the Atlantic and worked closely with Mytheresa's leadership team to support investor relations and financial communications.


The support of our globally positioned team included:

  • Advising on filings and roadshow materials

  • Creating and executing a media strategy designed to maximize positive coverage around every milestone of the IPO process

  • Developing and managing a robust communications program that included dozens of FAQ’s, messaging documents, videos, and Listing Day activities

  • Listing day social content

  • Coordination with the New York Stock Exchange on their promotional activities and media outreach


Edelman integrated communications approach increased visibility of Mytheresa´s IPO among key stakeholders and generated confidence in the strength of the company and outlook ahead:

  • Shares found strong institutional investment interest at pricing and have continued to trade way above issue price

  • Plans had targeted a market capitalization of 1.5 billion USD. With the issue price, a market capitalization of 2.2 billion USD was achieved.

  • In the first minutes of trading, the company reached a market capitalization of almost 3 billion USD. This level is holding steady.


  • Secured a three-digit number of media reports 
  • Conducted 20 media interviews in conjunction with Listing Day, including features with WSJ, Bloomberg, Bloomberg TV, Reuters, Dow Jones, German Public Broadcasting and key local and trade outlets