Every business wants to stand out during the all-important festive shopping season and the pressure is no less heavy for the highest-profile luxury names as for smaller businesses.

Mytheresa is aiming to score in the Golden Quarter with its decision to make a temporary change to its famous yellow boxes. For the festive season they’v been reimagined in silver.

Packaging is a hugely important part of the equation for online luxury retailers who don’t have the benefit of the luxury store experience to offer their customers.

Whether that’s the famous Net-A-Porter giant bags, the fondly-remembered Matchesfashion marbled boxes or, as mentioned, Mytheresa’s yellow versions complete with card signed by the person who packed the order, packaging really counts.

The company said it “has always aspired for the packaging of its luxury products to feel like personal gifts, not only creating a perfect overall customer experience but also evoking positive emotions and delight with every precious purchase. Thoughtful touches, including a hand-signed note atop the branded ribbon, create intimate, heartwarming moments, making every package arrival truly special.

“To further deepen the bond with customers and enhance their unboxing experience”, Mytheresa also now includes branded clothing bags and hangers in its packages, “along with thoughtful surprises designed to make every delivery memorable”. 

Those surprises include a soft plush toy for baby orders, a Mytheresa-patterned dog toy for pet purchases, and a “playful colouring book” for children’s orders.