📱 New Brand Name for China
Munich-based Mytheresa is expanding its presence in China with a new brand name '美遴世' (Mei Lin Shi). The name roughly translates to "selection of the best products from around the world." This change follows the appointment of Dede Chan Brignoli as president for Greater China. The rebranding highlights Mytheresa's commitment to integrating with the Chinese luxury market, differentiating itself from Western retailers who are pulling out of the region.
🛒 Launching WeChat Mini Program
Mytheresa has also launched a WeChat Mini Program, enhancing its customer engagement. The platform offers a seamless luxury shopping experience with over 180 brands in women’s, men’s, and children’s fashion. Customers can enjoy personalized recommendations, live chats with customer service, and quick checkout via WeChat Pay. The platform’s launch is a key strategy in Mytheresa’s plan to deepen its roots in China, reflecting the growing importance of digital platforms in the region.
🎯 Focus on Digital Expansion
Dede Chan Brignoli, Mytheresa’s president for Greater China, emphasized the company's focus on innovation with the WeChat Mini Program. “This marks a new and exciting Chinese chapter for Mytheresa,” she said. Chan Brignoli, who has been with Mytheresa since 2024, brings extensive experience from her roles at Kenzo and Rimowa. Her leadership underscores the brand’s strategy to grow through digital and social media platforms in China.
🌍 Commitment to Chinese Market
While other Western retailers are exiting China, Mytheresa is reinforcing its commitment to the market. "We are an active part of the Chinese luxury ecosystem," said Gareth Locke, Mytheresa’s chief growth officer. The company's strategy contrasts sharply with the retreat of other Western brands, underlining its focus on long-term growth in China. This commitment is reflected in their new branding and digital initiatives, aiming to resonate with Chinese consumers.
Will Mytheresa’s bold moves in China pay off?
