What: Mytheresa is opening its newly expanded, 300-square-metre menswear store in Munich.

Why it is important: The luxury multi-brand retailer has expanded and updated its bricks-and-mortar menswear store to grow the men’s business as trends shift.

The retailer looks to seize the growing opportunity in men’s fashion with more space for brands like Loro Piana and Brunello Cucinelli to reflect “what is going on in the market” as  luxury menswear consumers show a growing preference for luxurious basics and design-led styles over ostentatious, logo-heavy fashion.

Mytheresa entered menswear in January 2020 and opened its dedicated physical store in Munich as well as on its e-commerce site. It has since made efforts to gain a stronger foothold in the menswear space and catch up with competitors, after focusing primarily on womenswear.

The category now accounts for 10 per cent of the business, and reported that it shows healthy growth.

Mytheresa opens bigger men’s store with focus on ‘timeless luxury’