Munich-based fashion retailer Mytheresa has appointed Steven Xu as President for China and Asia Pacific. The experienced e-commerce expert will take up his new post on July 1 and will be responsible for all of the company’s customer-related activities in China and Asia-Pacific, Mytheresa announced on Wednesday.
Xu has “rich experience in customer-centric digital business,” the company said. Most recently, he worked for the US fashion house Ralph Lauren as Vice President of Digital Marketing and E-Commerce APAC. In this role, he managed the brand’s online business in Asia and especially in China, his future employer said.
“We are excited to have Steven on board to continue our successful global expansion and become the first port of call in luxury e-commerce,” said CEO Michael Kliger in a statement. The appointment proves “the clear commitment to the demanding Chinese luxury buyers and their needs”.
Gareth Locke, Mytheresa’s Chief Growth Officer & Managing Director, explained the background to the appointment: “The Asia-Pacific region and in particular China is an important growth market for Mytheresa,” he explained. “Building a local team is critical for us to make consumers even more aware of our unique value proposition and to provide the premium shopping experience our customers have come to expect.”