Retail in Asia


MyTheresa launches Korean language site

Mytheresa Korean language online - Retail in Asia

Germany-based MyTheresa is targeting South Korea. The European luxury online retailer has launched a Korean-language website to better suit the local market and shoppers.

Known for stocking over 200 big name international brands such as Gucci, Saint Laurent and Balenciaga, said it launched the site in response to the strong growth potential of South Korean luxury market.

“The Korean luxury market is moving quickly to digital. Ever since our first activities in Korea we have seen a massive consumer shift to digital and a triple digit growth in the market,” said president Michael Kilger.

“We strive to provide the best customer experience for women worldwide. For us it is thus a natural next step to offer our finest edit in luxury fashion to Korean customers also in their mother tongue.”

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As part of the language change, MyTheresa said shoppers get to experience a more localised platform, which has been translated in areas such as payment, shipping, exchanges and returns. The Korean site also holds the necessary free trade agreement documents for products manufactured in the EU, a native-tongue customer care number and a Korean language how-to guide to assist locals.

Founded in 2006, Mytheresa soared to success thanks to the firm’s fashion director — Justin O’Shea. Serving in the role until 2016, O’Shea, an Australian, helped grow the retailer from a small store in Munich to a successful luxury e-commerce giant generating $130 million in annual revenue.

MyTheresa was acquired by U.S. department store group Neiman Marcus in 2014.