DUBAI: As Saudi Arabia cements its position as a global centre for luxury, the Kingdom’s burgeoning fashion market is capturing the attention of high-end retailers worldwide.
Mytheresa, one of the leading luxury e-commerce platforms, is at the forefront of this shift, catering to a growing and increasingly discerning Saudi clientele.
Michael Kliger, CEO of Mytheresa, revealed how the brand is evolving alongside the Kingdom’s dynamic landscape, with a focus on personalization and cultural connection.
“We’re witnessing incredible changes in the Saudi market,” Kliger said. “More Saudis are staying in the region, with some even moving back permanently, which has created a significant increase in local demand for luxury fashion.
“Events like weddings and receptions have always been important here, but now, with cinemas and fine dining experiences becoming more common, there are even more occasions for people to dress up.”
While Mytheresa does not yet have a physical presence in Saudi Arabia, its strategy focuses on creating meaningful connections with local clients.
“We host a variety of events to engage directly with our Saudi customers,” Kliger said. “Recently, we had a dinner at Hia Hub in Riyadh with the designers of Oscar de la Renta, and in Jeddah, one of our clients hosted 100 of her friends for us at a hotel. These gatherings, along with style suites where customers can try curated collections, allow us to bring the Mytheresa experience to them in a personal and exclusive way.”
Additionally, the e-tailer frequently collaborates with local creatives to create authentic connections with their customers. Kliger said that understanding the timing of local events and traditions, such as Ramadan and other festive gatherings, is essential. He highlighted the importance of working with local influencers and ambassadors to ensure the brand’s messaging feels genuine and accessible, making it easier for Saudi customers to engage with Mytheresa.
Michael Kliger. (Supplied)
Personalization too, is at the heart of Mytheresa’s approach. “It’s not about catering to a ‘Saudi style,’ but understanding each individual client,” Kliger said. “For example, one of our clients in Riyadh loves Yamamoto and Sacai. It’s about identifying those preferences and curating options that resonate with their personal taste. That’s what makes our service unique.”
Kliger also touched on the recent acquisition of Net-a-Porter by Mytheresa’s parent company, YNAP, and its implications for the Saudi market.
“Net-a-Porter complements what we do at Mytheresa,” he said. “They’re strong in discovery and editorial, while we focus on highly curated, established luxury brands. Together, we can cater to different corners of the luxury market without diluting our individual strengths.”
As Saudi Arabia’s young, tech-savvy population drives the growth of e-commerce, Kliger emphasized the importance of adapting to the Kingdom’s digital preferences. “Social media usage here is unique, with platforms like TikTok and Snapchat playing a major role in how people interact and shop. Understanding these behaviors is key to connecting with this market,” he said.
With a focus on personalization, community engagement, and digital strategy, Mytheresa is poised to strengthen its position in Saudi Arabia’s thriving luxury landscape. “The Saudi market is one of the most dynamic regions for us,” Kliger said.
