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Mytheresa appoints new president for North America

Lauretta Roberts
22 April 2021

Mytheresa has appointed former Barneys and Net-A-Porter marketing chief Heather Kaminetsky as its new president for North America.

The appointment is part of a wider brand awareness campaign in the market following the Munich-based luxury etailer's float in New York earlier this year.

Kaminetsky joins the company on 1 June and will be responsible for all Mytheresa customer facing activities in the North American market, including personal shopping, communication and affiliate marketing. 

The set-up of a fully dedicated customer-facing team in North America is said to be the "logical next step in Mytheresa’s aggressive expansion strategy to increase brand awareness and market share both in the US and Canada".

In the first six months of the current FY2021, Mytheresa reported for the US a share of 11.5% of total net revenues compared to a 10.5% share in the first six months of FY2020. This equals an increase of approximately 43% in the first half of FY2021 compared to FY2020. 

Mytheresa CEO Michael Kliger said: “The US is an important growth market for Mytheresa. It is a game-changer for us to have a dedicated local team to make more consumers aware of our unique value proposition and to deliver the first-class shopping experience that our customers expect.

"Heather has proven in the past that she can scale brand awareness and a customer base for companies such as Net-a-Porter and Barneys New York, thus we are extremely delighted to welcome her as the new President of Mytheresa North America. This marks another milestone for Mytheresa in our ambition to become the leading curated platform in luxury fashion.” 

Kaminetsky added: "I am thrilled to join Mytheresa leading the business in North America. I am exhilarated by the strong business and brand positioning that Mytheresa has built in the past years, and I look forward to significantly scaling the market share and presence over the next years.” 

As part of its growth strategy, the digital luxury fashion platform just launched a brand awareness campaign which includes multiple activities such as, a partnership with WSJ (Wall Street Journal) magazine on the digital event “The One”, a digital and social media collaboration with Athena Calderone, a distinguished interior designer, celebrated author, culinary and visual storyteller, and creative director, and a social media push with key US influencers.

Kaminetsky joins the business from direct to consumers footwear brand M.Gemi where she was chief brand officer. She had been Vice President of global marketing at Net-A-Porter from 2013 to 2016 and held senior marketing roles at Barneys between 2006 and 2011.

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