How Mytheresa is developing its presence in the United States

This winter, Mytheresa is treating itself to its first après-ski experience, in the upmarket resort of Aspen, in the United States. With a 13% increase in turnover in the second quarter of 2025, the luxury e-commerce champion can afford to strengthen what makes it strong and resilient: its customer experience and its exclusive “Money Can’t Buy” days.

With growing results and increasingly wow activations, Mytheresa stands out in a turbulent high-end online sales landscape.

Until now known for its capsule collections and events in more summery destinations, the luxury platform is teaming up from February 14th until March 2nd with Bemelmans Bar. Well known to guests of The Carlyle hotel (Rosewood Hotels group) in New York, the bar is offering its first pop-up venue outside the Big Apple, in the trendy Rocky Mountain ski resort of Aspen, Colorado.

Luxury on the rocks

Same jazzy atmosphere, same red jackets and same coasters. But on closer inspection, the experience offered by this pop-up Bemelmans Bar has little to do with its elevated space within The Carlyle New York A Rosewood Hotel.

Every day from February 14 to March 2, from 3 p.m. to 9 p.m., around 40 people can sip cocktails, some renamed in honor of the resort’s ski slopes. Patrons can also be served oyster and caviar-based snacks.

The collaboration has been described as “an unprecedented fusion of fashion, cocktails and luxury enthusiasts”, said Heather Kaminetsky, president of Mytheresa North America.

On this occasion, the Munich-based luxury e-commerce champion has come up with a brand activation that flirts with entertainment.