Mytheresa covets the biggest Chinese luxury customers

After being thwarted in China during the covid episode, the German platform is back full of ambitions in this major luxury market. Among its weapons: an ultra-luxury positioning, events including local players, and an alliance with JD. Com.


Mytheresa wants to seduce the big Chinese luxury consumers.


The German online retailer of luxury goods intends to boost its presence in the Chinese market.


“The company has grown by more than 20% in recent years, and we expect to grow twice as much in China in the coming years,” said CEO Michael Kliger in Shanghai to Reuters.


The recent Dior Beauty affair demonstrated that MyTheresa has not failed to play the national pride card in this highly sensitive market.


On April 18, the site organized an event in Shanghai to launch the “China Designer Program,” a support program for young Chinese designers. Susan Fang, Didu, Jacques Wei, and Xu Zhi were selected by a jury of professionals, including Ye Ming Zi, founder of Phi Digital Art and Mytheresa’s brand ambassador, Chuxuan Feng, editor-in-chief of Huasheng Media Group, stylist-influencer Fil Xiao Bai and Tiffany Hsu, Mytheresa’s vice president of women’s and children’s apparel purchasing.



Exclusive capsules


The four winners created exclusive capsules for Mytheresa, highlighted by a campaign produced by T Magazine China with photographer Liang Zi and models Ci Ci Xiang and Emma Bei Pei.



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Featured photo : © Mytheresa


Sophie Michentef
Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

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