In a strategic move aimed at fortifying its foothold in the Chinese market, the luxury multi-brand digital platform Mytheresa has introduced its own Chinese brand name, 美遴世 (‘Mei Lin Shi’), and unveiled a new WeChat Mini Program.
With an eye to the market’s recovery, the initiative underscores Mytheresa’s increased investment in the Chinese market, following its recent appointment of Dede Chan Brignoli as president for Greater China.
The new Chinese name “perfectly captures our enduring quest to find the finest edit in luxury, through carefully curated selections from highly coveted brands and special access to exclusive capsules and limited editions for our consumers,” said Chan Brignoli in a press statement.
“With the launch of our new WeChat mini program we will continue to boost our reach to Chinese consumers in innovative ways as we strive to cater to their ever-evolving needs. This marks a new and exciting Chinese chapter for Mytheresa and it is just the beginning.”
Gareth Locke, chief growth officer and managing director of Mytheresa continued: “Creating our Chinese Name shows Mytheresa aims to further integrate into China and strengthen our commitment in the region. We are actively part of the Chinese luxury ecosystem, not just an ordering platform. In a period where several western retailers are closing their presence in the region, Mytheresa underlines our long-term engagement in China.”
Founded as a boutique in 1987 and transitioning online in 2006, Mytheresa has evolved into one of the premier luxury multi-brand digital platforms, catering to customers in over 130 countries.
Offering a curated selection of up to 250 luxury brands, including Bottega Veneta, Gucci, Prada, Valentino, and more, Mytheresa focuses on providing a digital experience tailored to high-end luxury shoppers.
In addition to the brand name, Mytheresa has launched its WeChat Mini Program, recognising the significance of WeChat in the Chinese market.
This Mini Program offers Chinese customers a seamless and personalized shopping experience, featuring a curated selection of over 180 luxury brands in women’s, men’s, and children’s fashion categories.
Customers can benefit from a user-friendly interface, personalised recommendations, live chat support, and secure WeChat Pay transactions.
Mytheresa plans to leverage strengths including fast shipping from Europe, exclusive products, luxurious packaging, and personalised shopping services.
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As Mytheresa continues to innovate and expand its reach, the company reported a robust EUR913.6 million in gross merchandise volume (GMV) for the fiscal year 2024, up 7 percent compared to the previous fiscal year.