Mytheresa to launch menswear next year
After unveiling a new kidswear category earlier this year, Neiman Marcus’ Mytheresa e-tailer has revealed plans to expand into the menswear segment.
The initiative will aim to grab a share of the thriving menswear market, but the luxury shopping platform said that instead of focusing on the widespread streetwear movement it will place a greater emphasis on classic menswear “with a refined view on streetwear”.
Launching in January 2020, Mytheresa Men’s will live within the e-tailer’s main website, but it will feature its own distinct look and feel.
Expect more than 120 brands, including existing names and new labels. Some of the e-tailers womenswear labels including Gucci, Balenciaga and Saint Laurent are likely to appear in the new section.
“The move into menswear is a natural evolution for Mytheresa as the business continues to expand,” explained Michael Kliger, president of Mytheresa.
“We want to present a new point of view in the post-streetwear era and be a fashion authority with a European tone of voice in menswear as we are already in women’s. For men‘s we are taking a high fashion and highly curated approach - it is more about tailoring, suiting, original design and appreciation of quality and brand heritage and a refined view on streetwear.”
The Munich-based fashion company is ploughing on with its expansion plans despite its uncertain future. Last month owner Neiman Marcus Group revealed it is exploring strategic alternatives for the e-tailer in a bid to raise funds to pay down its $5 billion debt pile.
MyTheresa has been a bright spot for the American company, and reported revenues of €272 million in the first nine months of the year, up 26% year-on-year.
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