YOOX

YOOX was founded in 2000 in Bologna by Federico Marchetti as one of the first European luxury e-commerce platforms, specifically focused on previous-season and outlet-tier luxury inventory at deeply discounted prices. The brand's foundational thesis was specific: build an editorial-driven outlet platform that could legitimise online discount luxury — at a time when the luxury industry was extremely cautious about online sales — by combining tight inventory control, brand-relationship management, and Marchetti's own editorial sensibility around contemporary photography. The YOOX vocabulary settled around several distinguishing things: a buyer-led inventory anchored to previous-season luxury overstock from the major LVMH, Kering, and Richemont houses, the YOOX Net-a-Porter dual-platform structure (after the 2015 merger), the long-running YOOXYGEN sustainability edit, the YOOX Mirror artificial-intelligence-fashion programme launched in 2018, and the YOOX private-label apparel programme that has expanded into a substantial in-house brand operation. The platform's editorial product photography has consistently set a higher standard than mainstream outlet retail. YOOX was acquired by Richemont in 2018 (following the 2015 Net-a-Porter merger that formed YOOX Net-a-Porter Group) and was subsequently merged into the broader YNAP structure. In late 2024, YNAP was sold by Richemont to Mytheresa (now LuxExperience). The platform operates global fulfilment from Italian, German, and US fulfilment centres, stocks approximately 1,000 brands across menswear, womenswear, kids, jewellery, and home, and remains one of the defining European-anchored discount luxury platforms of the post-2000 generation, with a particularly strong position in the Italian luxury-outlet ecosystem.