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Luxury e-commerce platform Mytheresa names Steven Xu as new president for China, APAC

China – Global luxury e-commerce platform Mytheresa has appointed Steven Xu, former head of digital and omnichannel for APAC and the Middle East at British American Tobacco (BAT), to be its new president for China and APAC

In his new role as president, Xu will now be responsible for all Mytheresa consumer-facing activities in China and APAC.

Xu brings a wealth of consumer-centred digital experience to the APAC region. Aside from his BAT, Xu has also held the role of regional head of digital activation at Philip Morris, and vice president of digital marketing and e-commerce for APAC at Ralph Lauren.

Commenting on his appointment, Xu said, “I am thrilled to join Mytheresa to further drive the business in China and APAC. There is huge growth potential in the region as luxury consumers continue to shift online. Mytheresa’s unique multi-brand digital shopping experience will attract many more customers in the future.”

Meanwhile, Michael Kliger, CEO of Mytheresa, commented, “We’re excited to have Steven on board to further continue our successful global expansion and become the number one destination in luxury e-commerce. Having Steven joining shows our clear commitment to the sophisticated Chinese luxury shopper and their demands.”

Gareth Locke, chief growth officer and managing director of Mytheresa, shared that APAC, particularly China, is an important growth market for Mytheresa, and building a local team there is crucial for them to make consumers even more aware of their unique value proposition.

“Steven brings a wealth of digital experience. We are extremely delighted to welcome him as the new President of China and Asia Pacific,” said Locke.