Why luxury platform Mytheresa is increasing its focus on personal shoppers

E-commerce company Mytheresa wants to place greater emphasis on human interaction and is therefore hiring more personal shoppers. Technology can never replace emotions and relationships, says CEO Francis Belin.

New teams

The German luxury platform Mytheresa, which employs about 1,600 people, is set to hire more personal shoppers for its customers. “In our new fiscal year, which began in July, we are setting up new teams in Hong Kong, Singapore, and the Middle East. And we’re also working on further expanding our teams in Europe, the U.S., and Shanghai,” says CEO Francis Belin in an interview with the Dutch business newspaper FD. Worldwide, Mytheresa already has about 100 personal shoppers who handle customer interactions.