With the debut of a new program on the Chinese instant messaging, social media, and mobile payment app WeChat, as well as the introduction of a new local brand name, Munich-based fashion retailer Mytheresa is bolstering its position in China.
The appointment of Dede Chan Brignoli as president for Greater China coincides with the launch of a new Chinese brand name, Mei Lin Shi. According to a press release, the choices highlight the brand’s dedication to and investment in the Chinese market. Consequently, the name that was selected highlights the brand’s strategy and roughly translates to mean “selection of the best products from around the world”.
“The use of our Chinese name demonstrates Mytheresa’s desire to advance regional integration and bolster our ties to China. “We are more than just an ordering platform—we are an active participant in the Chinese luxury ecosystem,” stated Gareth Locke, Mytheresa’s managing director and chief growth officer.
Mytheresa is also introducing its brand-new WeChat Mini program. According to the release, the app, which is quite popular in China, will provide Chinese consumers with a flawless, upscale shopping experience that is catered to their specific requirements. More than 180 companies in the women’s, men’s, and children’s fashion categories are available through the program. The user-friendly layout, tailored recommendations, live chat support with a Mytheresa customer service agent seven days a week, and the ability to quickly and securely checkout with WeChat Pay are all features that customers like.
Brignoli has been in charge of Mytheresa’s customer-facing operations in the Greater China region since 2024 as president. She is also in charge of improving Mytheresa’s customer offering and digital and social media channels, including the recent launch of WeChat, and fortifying the company’s development and position as a high-end luxury brand.
