Privé vs. the alternatives
There are several legitimate ways to capture Europe's lower luxury prices from the United States, and they differ on a handful of axes that matter more than the headline discount. We compare each alternative on the same six questions: who actually buys the goods, the authenticity chain, whether the landed cost is all-in, the fee model, catalog versus true sourcing, and delivery protection. Competitor details reflect their own published information as of June 2026, and where an alternative is the better choice, we say so.
The comparisons
- Privé vs. Net-a-Porter
A first-party luxury e-tailer, part of NYSE-listed LuxExperience (the Mytheresa group), selling brand-authorized inventory at U.S.-market prices.
- Privé vs. Farfetch
A Coupang-owned global marketplace connecting shoppers with roughly 1,500 brands, boutiques, and department stores.
- Privé vs. Buying Directly from the Brand
The gold-standard boutique experience at full U.S. retail, with sales tax added at checkout.
What about VAT-refund apps and operators?
Global Blue, Wevat, and ZappTax solve a different problem: they help travelers reclaim part of the VAT on goods they bought in Europe and are carrying home themselves. If you're already going, they're worth using; our country guides cover the process kiosk by kiosk. But a refund is partial (operator fees come out of it), and the flight is on you. Privé's model is different: the VAT is never charged, and the item comes to you. Here's the full breakdown.
How Privé fits in
Privé is a membership ($495/year or $49/month) built around one job: buying the piece you want, brand-new, directly from the brand or its authorized European retailers at the VAT-exempt export price, and delivering it fully insured via DHL with duties, tariffs, and taxes already in the final number. Start with What is Privé? or the FAQ.