Luxury Brands Double Down on Summer Destinations to Lure Wealthy Clients

The summer takeover season is in full swing for luxury labels, with Mytheresa, Gucci and Jacquemus all setting up pop-ups and events in Monaco, while Burberry has opened a boutique in Athens. The moves underscore the enduring appeal of sun-drenched destinations for courting high-spending clients.

This marks the ninth consecutive summer of luxury brands expanding their beach club presence, a strategy that has become a staple of the industry’s seasonal calendar. Each brand is refining its approach: Mytheresa is leveraging its partnership with the Monaco Grand Prix, Gucci is hosting exclusive dinners, and Jacquemus is activating its signature Mediterranean aesthetic.

Burberry’s Athens outpost is part of a broader push into southern Europe, tapping into the city’s growing status as a luxury travel hotspot. The brand is offering curated experiences alongside its latest collections, aiming to deepen relationships with local and visiting elites.

The convergence of these players in the same coastal markets highlights intensifying competition for a limited pool of ultra-wealthy consumers. Brands are investing heavily in experiential retail to stand out, transforming temporary spaces into immersive showcases of their identity.

Mytheresa’s new CEO Francis Belin, hired from Christie’s, is expected to bring a fresh perspective to the e-tailer’s summer strategy. In a Q&A, he outlined plans to enhance personal shopper services and exclusive events, signaling a shift toward more bespoke clienteling.