Mytheresa has introduced its own Chinese brand name 美遴世 (Mei Lin Shi) and the launch of its new WeChat mini program, as the luxury e-commerce platform invests further into the Chinese market.

Mei Lin Shi, which stands for “beauty”, “selection and “world”, is designed to embody the Munich-based luxury firm’s “unique proposition by offering a highly curated assortment of the most coveted luxury brands as well as exclusive collections for a community of true luxury enthusiasts and their lifestyle,” according to a press release.

In addition to the new China-centric name, Mytheresa launched its WeChat mini program, designed to provide Chinese customers with a seamless and convenient high-end shopping experience tailored to their needs.

A popular social media app in China, the WeChat program offers locals a curated selection of more than 180 luxury brands across the womenswear, menswear and kidswear categories. Via the app, Chinese customers can browse products and exclusive campaigns, and live chat with a Mytheresa customer service representative seven days a week and use WeChat Pay for a quick and secure check-out.

The program will also leverage Mytheresa’s complete suite of benefits including fast shipping directly from Europe, a constant offer of exclusive products and capsules, luxury packaging and personal shopping services for the top customers.

“Creating our Chinese name shows Mytheresa aims to further integrate into China and strengthen our commitment in the region,” said Gareth Locke, chief growth officer and managing director of Mytheresa.
“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. Finally, the name 美遴世 (Mei Lin Shi) is an important way to explain our unique positioning to Chinese customers.”

The announcement follows the recent appointment of Dede Chan Brignoli as Mytheresa president for Greater China.

In its most recent trading update, Mytheresa announced this month annual sales rose 9.8 percent to €840.9 million, on the back of a stellar second half, which registered double-digit growth at the luxury retailer.