Heather Kaminetsky joins Mytheresa as president for North America
German luxury e-tailer Mytheresa announced on Wednesday that, as part of its aggressive expansion strategy in the U.S. and Canada, Heather Kaminetsky will be joining the company as president for North America on June 1, 2021.
In her new role, Kaminetsky will lead a dedicated local Mytheresa team and will oversee all of the company’s customer-facing activities in North America, including personal shopping, communication and affiliate marketing.
The executive brings more than two decades of experience in fashion and digital to Mytheresa, having most recently served as chief brand officer of direct-to-consumer footwear startup M.Gemi.
Prior to this she was president at Riley Home from 2017 to 2019, having previously spent three years as VP for global marketing at Net-A-Porter and a year as SVP for business management at Borderfree.
Kaminetsky, who holds a BS in Management Information Systems from New York’s Yeshiva University, also spent more than five years at Barneys New York, where she initially served as director of internet marketing, before becoming VP of marketing in 2011.
“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,” explained Mytheresa CEO Michael Kliger in a release.
“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,” he added.
The company, which went public on the New York Stock Exchange in January, said that, in the first six months of fiscal 2021, U.S. sales accounted for 11.5% of its total revenues, representing an increase of around 43% from 10.5% in the same period in the previous year.
As the platform pushes forward with its North American growth strategy, Mytheresa also revealed that it has launched a new brand awareness campaign in the region. The initiative includes a partnership with the Wall Street Journal on a digital event and video series entitled “The One”, as well as a digital and social media collaboration with author and multidisciplinary creative Athena Calderone.
Mytheresa will also be teaming up with key U.S. influencers for a social media push orchestrated to take place April through June.
First launched in 2006, Munich-based Mytheresa reported net sales of 449 million euros in fiscal 2020 and currently ships to 133 countries.
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