Net-a-Porter’s CEO Turns Customer Complaints Into a Comeback Strategy

Luxury retailer Net-a-Porter is turning around its business by leaning into something most companies try to avoid: customer complaints. Since taking the helm in April 2025, CEO Heather Kaminetsky has made it a habit to ask shoppers directly how the company can improve, and customers have responded with plenty of suggestions.

From Complaints to Concrete Changes

Shoppers have pushed Net-a-Porter to rethink nearly every part of its experience, from personal shopping service to delivery logistics and driver uniforms. Many of those suggestions have translated into real changes: return labels are now included with every order, eliminating extra paperwork, and delivery drivers have been given standardized uniforms. After customers questioned why same-day delivery reached the Hamptons but not the nearby Jersey Shore, Kaminetsky extended the service there too. She has also gone to unusual lengths for individual shoppers, including personally contacting a designer’s CEO to arrange a custom-made pair of sold-out pants.

A Targeted, Personal Approach

Kaminetsky, who previously worked at Net-a-Porter before stints at other luxury retailers, focused her efforts on the small group of loyal shoppers who drive a disproportionate share of sales — reportedly about 4% of customers accounting for nearly half of revenue. She reached out to them personally, hosted informal gatherings with staff, and expanded the retailer’s calendar of designer events well beyond previous years, all while sharing her own contact information to encourage direct feedback.

The strategy appears to be working. Net-a-Porter’s revenue rose 4.3% year over year in the quarter ended June 30, with U.S. growth exceeding 13%, while average order value climbed 9% over the past year to just over $1,000 — signs that listening closely to customers is translating into real financial momentum.