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Luxury Retail Goes Mobile as Mytheresa Launches its Out East Tour in East Hampton

Experience luxury at its finest with Mytheresa Out East, a bespoke mobile boutique bringing curated fashion and client service directly to you.

Published: Jul 9, 2026 12:26 PM

By Shipra Bohara

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Luxury Retail Goes Mobile as Mytheresa Launches its Out East Tour in East Hampton

Mytheresa has kicked off its Mytheresa Out East summer experience in East Hampton, opening the season with an intimate al fresco dinner at The Hedges Inn and debuting a bespoke mobile boutique Airstream that will tour iconic Hamptons destinations until August 6. Co‑hosted by CEO Francis Belin and The Hedges Inn Owner and CEO Sarah J. Wetenhall, the launch blended hospitality, curated fashion and seaside atmosphere to introduce a new way of bringing Mytheresa’s luxury edit directly to clients.

A reimagined inn, al fresco dinner The opening night took place at the newly re‑imagined Hedges Inn in East Hampton, where guests were welcomed with cocktails before sitting down to an exclusive outdoor dinner. Attendees included industry figures such as Kristina O’Neill, Amanda Smith, Laura Brown and Lynn A.

Scotti, alongside friends of the brand and local clients, positioning the event as both a social moment and a soft launch for the summer activation.

Coverage from ELLE and Yahoo notes that the evening leaned into East End ease: candlelit tables, seasonal dishes and guests dressed in Hamptons ready looks, reflecting Mytheresa’s focus on making luxury feel relaxed and lived‑in rather than strictly formal.

Mytheresa Out East: luxury retail goes mobile At the heart of the project is Mytheresa Out East, described by the company as a “bespoke mobile boutique” that brings its signature curation and client service off‑screen and onto the road.

Luxury Retail Goes Mobile as Mytheresa Launches its Out East Tour in East Hampton

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Luxury Retail Goes Mobile as Mytheresa Launches its Out East Tour in East Hampton

Experience luxury at its finest with Mytheresa Out East, a bespoke mobile boutique bringing curated fashion and client service directly to you.

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