LONDON — Farfetch has appointed Manny Suero vice president of Private Client Americas in a push to grow the high spending and loyal luxury customer base in the U.S., its largest single market.
Suero is expected to bring more than 15 years’ experience in luxury e-commerce and client development to the online marketplace, which was acquired by South Korean e-commerce operator Coupang in 2023.
Prior to Farfetch, Suero served in senior roles at Mytheresa, Yoox Net-a-porter and Moda Operandi, where he built fashion communities and maintained long-term relationships with top-spending clients.
In his new role, Suero will oversee the Americas private client portfolio, leading a team of personal shoppers serving top-tier clients across the U.S., as well as Mexico, Brazil and Canada, markets where affluent consumer pools are rapidly expanding.
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According to Bain & Co., emerging luxury regions led by Latin America are collectively expected to add more than 50 million upper-middle-class and affluent consumers by 2030.
“Farfetch is in a new era, and I am excited to join the business at such high momentum. The U.S. is Farfetch’s largest single market with millions of customers and an extraordinarily vibrant community of private clients,” Suero said.
“The personal connections and relationships with our most engaged clients are a top priority, and we will be doubling down on elevated and personalized services,” he added.
As reported, Farfetch turned a profit in the fourth quarter of 2024, and had been notching double-digit growth in its largest single market, the U.S., with a customer-first strategy and a renewed focus on the marketplace model.
Farfetch generates a large slice of its revenue from a small percentage of EICs, or extremely important customers.
That cohort has become ever more precious as aspirational shoppers continue to pull back on spending. Farfetch has been wooing them with dinners, special events and dedicated personal shoppers, who scour the international markets for rare, or custom-made pieces.
Farfetch has held parties and events for those high-spending clients with brands including Dolce & Gabbana, Brunello Cucinelli and Ralph Lauren during key seasonal moments such as Milan’s Salone del Mobile and at the Cannes Film Festival.
