LONDON – Mytheresa has refurbished and expanded its menswear retailer in Munich in response to rising demand regionally, and a sturdy on-line enterprise.
The posh retailer has tripled the dimensions of its unique males’s retailer at 4–6 Schäfflerstrasse, and tapped the Italian design agency Studio Baciocchi to rework the house, giving it an ultra-luxe really feel.
The Mytheresa males’s house first opened in 2020 and spanned 1,077 sq. ft. The brand new house is 3,230 sq. ft and has a “home-like ambiance,” based on the model.
“We’re excited in regards to the retailer reopening and the enormously enhanced purchasing expertise for our menswear shoppers in Munich,” stated Michael Kliger, CEO of Mytheresa.
“With the expanded house, the luxurious design and the sturdy deal with a curated menswear assortment, we wish to create the perfect luxurious purchasing expertise for menswear,” he added.
In March, Mytheresa unveiled a devoted males’s marketing campaign with eight “actual life” fashions from totally different skilled backgrounds resembling artwork, design and enterprise. It echoed the 2020 males’s launch marketing campaign, which additionally showcased eight totally different characters who have been drawn from varied age teams, and who had totally different skilled backgrounds.
Inside Mytheresa’s redesigned menswear retailer in Munich.
Menswear accounts for greater than 12 % of the general Mytheresa enterprise, with outerwear and sneakers among the many greatest classes, Kliger stated in an interview earlier this 12 months.
Some 80 % of the enterprise, he added, is from clients who’re solely shopping for menswear. The remaining 20 % purchase menswear in addition to womenswear. Kliger stated the U.S. and Asia are significantly dynamic markets, whereas within the Center East demand for “luxurious” menswear is robust.
The refurbished Munich retailer carries an expanded provide that features ready-to-wear, leather-based items, equipment, and footwear collections. The interiors function pure supplies and mirrored components whereas the storefront is bigger and there’s a new entrance.
There are two further becoming rooms and a repositioned cashier space. Every bit of furnishings has been designed and created solely for Mytheresa.
Manufacturers on provide embrace Bottega Veneta, Celine, Gucci, Givenchy, Jil Sander, Moncler, Prada and Saint Laurent. Mytheresa stated the shop just lately launched Loewe, Jacquemus and Brunello Cucinelli to its designer portfolio.
