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.
STRATEGY
The support of our globally positioned team included:
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Advising on filings and roadshow materials
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Creating and executing a media strategy designed to maximize positive coverage around every milestone of the IPO process
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Developing and managing a robust communications program that included dozens of FAQ’s, messaging documents, videos, and Listing Day activities
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Listing day social content
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Coordination with the New York Stock Exchange on their promotional activities and media outreach
RESULTS
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:
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Shares found strong institutional investment interest at pricing and have continued to trade way above issue price
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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.
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In the first minutes of trading, the company reached a market capitalization of almost 3 billion USD. This level is holding steady.
PUBLICATIONS IN THE MEDIA
- Secured a three-digit number of media reports
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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