Mytheresa enlists Rimowa for its first lifestyle pop-up – WWD

LONDON – Mytheresa is quick to launch its new Life category. Later this month, he will unveil a digital pop-up with Rimowa and act as the exclusive launch partner of Rimowa Originals Quartz.

The pop-up will feature Quartz starting June 20 and will offer a variety of sizes including the 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 be accompanied by a dedicated campaign by Mytheresa Creative Director Julian Paul, shot by photographer Marc de Groot.

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

Life rubs shoulders with women’s, men’s and children’s clothing and encompasses “every aspect of the luxury lifestyle”, including furniture, lighting, textiles, tableware, decorative items, pets and travel accessories.

The only thing it won’t carry – for now – are large pieces like beds and sofas.

Mytheresa is hosting a pop-up with Rimowa to launch the brand’s new Quartz collection.
Courtesy Image

As noted, 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, cushions and scented candles.

“People who like to dress in nice things tend to be the same people who want to surround themselves with nice things. This new category is for our owner and even multi-owner customers. It’s customer-focused, inspiring and very exciting for us. It’s a big step,” said Kliger.

At launch, Kliger made a point of saying that travel would be part of the Life offering. He said luxury luggage is in demand again now that lockdowns have been lifted and customers are “on the go again”.

Mytheresa curates the offering and handles sales on the site, but leaves fulfillment and delivery to the 60 brands it has supported.

As noted, the retailer works with a variety of brands from the worlds of fashion, interiors and furniture for life. They range from Loro Piana, Missoni and Aquazzura to Vitra, Fornasetti and Cassina, and Ginori 1735, Serax and Zaha Hadid.

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

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