Catching up with Fashion Unfiltered at their launch event at Hôtel de Crillon in Paris, Susanne explained how they never lost the passion for the biz. “When we sold everything, we were under a three-year non-compete, and no matter how far we traveled, we never stopped watching the industry,” she said. “Once we stepped out of the industry tunnel vision, we developed a new eye for the customer who doesn’t feel anyone is curating for them anymore.” She added that “it’s this jungle of merchandise out there and you are bombarded by all of it.” The Botschens recalled the glory days of fashion with multi-brand designer shoe stores and realized they don’t exist anymore—especially online.
Along with the major luxury powerhouse footwear brands like Prada, Gucci, and Saint Laurent, MarthaLouisa.com also includes up-and-coming brands such as Aeyde, Trademark, Brother Vellies, and Vibi Venezia. “The shoe has to feel modern, hold quality, and meet my inner expectation for a shoe,” Christoph said. “It’s an explosion of a new talent all of a sudden, and [it plays] into our cards for the site.” The couple is banking on the trend toward affordable luxury. “While there are plenty that can’t afford to buy luxury shoes, there are also those who don’t want to afford them,” they noted. Having a mix of high and low prices was a practice started at Mytheresa.com so that there was at least a “45 DM (Deutsche Mark) T-shirt.” This model appeals to the new generation in search of newness as well as the customer looking for understated luxury, according to Susanne.