Luxury good companies proved remarkably resilient in 2020 with a significant rise in e-commerce and the forecasts are even more promising. Covid 19 provoked multiple challenges on all levels of retail and luxury good sector, but also created new opportunities. New generation of consumers, new ways to market, the rise of digital platforms, advanced technology are just some examples. Early 2021 My Theresa celebrated its debut on the New York Stock Exchange. What is the future of luxury? What are the biggest challenges for the luxury sector? And how will luxury digital platforms contribute to a sustainable future of the industry?