Dubbed Mytheresa Kids, the new website vertical will launch in January and carry clothing, shoes and accessories
Following the success of its dedicated kids pop up campaign “Mini Me” in August 2016, as well as a high number of customer requests, the luxury online retailer Mytheresa will be offering kidswear and accessories permanently from January 2019.
The kids section will feature girls, boys and baby, presenting a well curated selection of clothing, shoes, accessories, gifting and occasion wear. It will launch with 35 brands including iconic fashion houses such as Gucci, Burberry, Dolce & Gabbana, Fendi, Balenciaga, Balmain and Stella McCartney. The retailer will also launch new, dedicated kidswear brands to the site such as Bonpoint, Monnalisa, Il Gufo, Tartine et Chocolat and Rachel Riley.
“We are thrilled to expand into kidswear, offering our customers the luxury edit we are known for at Mytheresa now also for kids. We’ve seen the luxury market for children’s fashion progress dramatically, impacted in particular by the influence of streetwear. This launch was strongly driven by customer feedback and consumer insights we gathered. There will be a lot of amazing and cool products now available for kids through our site,” explained Michael Kliger, president of Mytheresa.
To celebrate the launch, Mytheresa will pre-launch Gucci and Dolce & Gabbana Christmas collections in the form of digital pop up campaigns prior to the official Kids launch early next year.