It’s been three months since Mytheresa went public. Now, the company is setting its sights on expansion in the United States—by building a team and launching a brand awareness campaign in the country.
Today, the Germany-based online luxury marketplace announced the appointment of a new president of North America. Heather Kaminetsky, who most recently served as chief brand officer at direct-to-consumer startup M.Gemi, will take on the role starting June. She will be responsible for all of the retailer’s customer-facing activities in the North American market, including personal shopping, communication and affiliate marketing.
What’s more, Mytheresa has debuted a campaign, which involves a partnership with The Wall Street Journal on a digital event dubbed “The One,” as well as a collaboration with design expert and author Athena Calderone. It has also planned a social media push with “key U.S. influencers” for April through June. (It did not share the names of the influencer participants.)
