Mytheresa chooses Rimowa for the first lifestyle pop-up – World Water Day

LONDON — Mytheresa wastes no time getting its new Life category up and running. Later this month, it will host a digital pop-up with Rimowa and act as the exclusive launch partner for Rimowa Originals Quartz.

The pop-up will showcase Quartz starting June 20 and will feature a variety of sizes including Trunk Plus, Check-In M, Cabin and Personal Cross-Body Bag in the new color.

The online retailer will also offer similar styles in classic Rimowa hues, including black, silver and titanium. The pop-up will come with a dedicated campaign directed by Mytheresa Creative Director Julian Paul, photographed by photographer Marc de Groot.

Mytheresa introduced Life last month with products that reflect its aesthetic and aim to respond to changing customer needs.

Life sits alongside womenswear, menswear and childrenswear and encompasses “all aspects of luxury lifestyle” including furniture, lighting, textiles, tableware, decorative objects, pets and accessories. travel accessories.

The only thing it will not carry, for now, are large pieces such as beds and sofas.

Mytheresa chooses Rimowa for her first lifestyle

Mytheresa hosts a pop-up with Rimowa to launch the brand’s new Quartz collection.
courtesy image

As reported, Mytheresa CEO Michael Kliger said the company sees huge potential in the home and lifestyle category and believes there is pent-up demand among its customers for more than just cashmere blankets, throw pillows and scented candles

“The people who love to dress up in pretty things tend to be the same people who want to surround themselves with pretty things. This new category targets our customers who are homeowners, and maybe even multiple homeowners. It is customer driven, inspiring and very exciting for us. It’s a big step,” Kliger said.

At launch, Kliger noted that travel would be part of Life’s offering. He said luxury luggage is back in demand now that lockdowns have been lifted and customers are “on the go once again”.

Mytheresa is selecting the offer and handling sales on the site, but is leaving fulfillment and delivery to the 60 brands it has onboarded.

As reported, the retailer is working with a variety of brands from the fashion, interior and furniture worlds for Life. They range from Loro Piana, Missoni and Aquazzura to Vitra, Fornasetti and Cassina, passing through Ginori 1735, Serax and Zaha Hadid.

Kliger believes the wide range of products will appeal to Mytheresa’s audience. In a bid to further engage customers, the site will also create new content, including editorial features, brand experiences, special campaigns, events, music and podcast projects.

Rimowa was founded in 1898 and in 1937 introduced its signature aviation-inspired aluminum. In 2000 it manufactured the first polycarbonate suitcase and in 2017 it became part of LVMH Moët Hennessy Louis Vuitton.

Source: wwd.com