Mytheresa Taps Rimowa for First Lifestyle Pop-up

LONDON — Mytheresa is not throwing away any time finding its new Everyday living classification off the floor. Afterwards this thirty day period, it will unveil a digital pop-up with Rimowa, and act as the exclusive launch partner of the Rimowa Originals Quartz.

The pop-up will showcase Quartz from June 20 and stock a wide range of measurements such as the Trunk Moreover, Verify-In M, Cabin and the Private Cross-System Bag in the new colour.

Far more from WWD

The on line retailer will also give equivalent variations in traditional Rimowa shades including black, silver and titanium. The pop-up will occur with a committed campaign directed by Mytheresa main creative officer Julian Paul, shot by the photographer Marc de Groot.

Mytheresa unveiled Daily life final month with merchandise that mirror its aesthetic and goal to reply to customers’ evolving requirements.

Daily life sits together with womenswear, menswear and kidswear and embraces “all features of luxury life-style,” which includes home furniture, lighting, textiles, tabletop, attractive objects, pet and vacation accessories.

The only issue it will not be carrying — for now — are significant pieces these types of as beds and sofas.

As claimed, Mytheresa’s main government officer Michael Kliger claimed the organization sees massive prospective in the property and life-style class and thinks there is pent-up desire among the its prospects for more than just cashmere blankets, cushions and scented candles.

“People who appreciate to costume in lovely issues have a tendency to be the identical types who want to surround on their own with gorgeous points. This new class is addressing our consumers who are householders, and possibly even multiple property owners. It is customer-pushed, inspirational and quite interesting for us. It is a significant action,” Kliger stated.

At the time of the launch, Kliger produced a level of declaring that travel would be aspect of the Existence present. He claimed luxurious baggage is back again in need now that lockdowns have lifted, and prospects are “on the go at the time once again.”

Mytheresa is curating the present and handling the product sales on the internet site, but is leaving success and shipping to the 60 brand names it has taken on board.

As documented, the retailer is doing work with a wide range of brand names from the worlds of vogue, interiors and furniture for Daily life. They assortment from Loro Piana, Missoni and Aquazzura to Vitra, Fornasetti and Cassina, and Ginori 1735, Serax and Zaha Hadid.

Kliger believes that the large assortment of items will attraction to the Mytheresa audience. In a bid to engage consumers further more, the web site will also be producing new material, with editorial capabilities, model experiences, special strategies, gatherings, new music and podcast initiatives.

Rimowa was launched in 1898, and in 1937, it introduced its signature aviation-impressed aluminum. In 2000, it manufactured the initial polycarbonate suitcase, and in 2017, it became a portion of LVMH Moët Hennessy Louis Vuitton.