Mytheresa Grows Skiwear Category With Bogner

LONDON — Munich-based retailer Mytheresa is beefing up its skiwear offer with a new partnership with Bogner. The German skiwear brand will start stocking fall 2019 ski- and activewear as of this week, and to celebrate the launch a short film paying tribute to Willy Bogner Jr. will be debuted at the same time. The launch is key to the retailer, given the growing popularity of skiing holidays and subsequent demand for luxurious skiwear in the past few years. “Luxurious skiwear has definitely become a global trend over the past years and therefore we have added four new brands within the last two seasons to our skiwear brand portfolio. Skiwear is a growing category, not only traditionally here in Europe and the United States, but also in markets such as South America and especially Asia. We want to meet the needs of affluent and fashion-loving customers who travel to winter destinations quite frequently,” said Mytheresa’s chief executive officer Michael Kliger, pointing to a strong, cross-generational “subset” of ski-lovers within its luxury fashion clientele. For Bogner, the partnership also offered an opportunity to open up to a new, fashion-conscious customer, a growing new audience for the heritage brand. “We definitely attracted a younger and more fashion-affine

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