Luxury electronic retailer Mytheresa introduces a home category – including Zaha Hadid and Fornasetti

    From today, fans browsing online fashion stores Mytheresa will notice more than the usual selection of Balenciaga jeans, Reina Olga swimwear and Saint Laurent bags available on the catwalk. The recently launched Life section highlights home décor, cutlery and small furniture pieces from 60 strong design centers – Dolce & Gabbana, Fornasetti, Tom Dixon and Zaha Hadid among them.

    After Mytheresa was founded in 2006, women’s clothing was the retailer’s only attraction until it expanded to include children’s collections in 2019 and then the men’s selection the following year. Creating a home-centric lifestyle category was a “natural progression,” says Tiffany Hsu, Vice President of Fashion Purchasing at Mytheresa.

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    The evolution from a fashion retailer to a full service destination has become the trend among the chic fashion collection in e-commerce. Fashion retailer Net-a-Porter expanded into home and tabletop categories last year, while Moda Operandi made the move years ago. For Mytheresa, the desire to adopt a 360-degree approach was rooted in a desire to “serve as a platform for all things luxury,” Hsu puts it. “It’s interesting to take advantage of a different aspect of it.”

    At launch, the majority of Mytheresa’s seller assortment can be likened to the crisp white top of the wardrobe—think tried-and-true dark-faced labels in the home space. Among them are Vitra, Ginori and Cassina. A brightly scalloped Missoni cushion joins the mix, while beautifully ornate dinnerware by La DoubleJ inspires plate wall visions.

    Going forward, Hsu has big plans to beef up the Life department with offbeat merchandise from a slew of independent designers “instead of the heavy hitters” who currently dominate the scene, she explains. “I’m keen to get into the lesser known names and the interesting stuff you don’t find often on home sites.” Within six months, Hsu expects the category to be more “inclusive,” bolstered by the presence of these “specialist designers” and the addition of particularly large-scale furniture options to raise it from the “decorating and gifting assortment” seen elsewhere in the industry.

    As for the creative direction of the class? Hsu notes that partnering with more simple-minded brands, such as Menu and 101 Copenhagen “demonstrates the direction we want to go.” The inclusion of the Vitra and its slate of classic chairs, such as the 1960s Panton, also hint at Mytheresa’s ambition in Life to create timeless appeal with bustling labels woven in between.

    Mixing well-known and little-known brands has proven to be a successful formula on the fashion side – a metric the brand hopes to replicate in the lifestyle space. In the words of Hsu, the worlds of fashion and the home are driven by ideas that are similar but “translate into different works, materials, and settings.”

    Shop the new category

    Image may contain: glass and mug

    La Double G Rainbow Cups Set of 4

    Image may contain: plate, pottery, art, porcelain, food, plate, and meal
    Image may contain: book and rug

    Loewe . Striped Mohair and Wool Blanket

    Image may contain: candle

    Large Tortilla Candle by Missoni

    Image may contain: pillow, cushion, rug, pattern

    Etro . Decorative Cotton Cushion