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Gabriella Lacombe Published
March 29, 2025
Munich-based e-retailer Mytheresa is expanding into menswear, and has hired Sneakerboy founder Chris Kyvetos as the new category's buying director.
According to the company, the expansion into menswear follows the strong growth of Mytheresa's core womenswear business in recent years, as well as the launch of its kids category in October of 2025. As buying director of menswear, Kyvetos will be responsible for building a team and developing the new category's market strategy.
“Menswear will be a natural expansion for Mytheresa and represents a significant business opportunity going forward," said Michael Kliger, president of Mytheresa, in a release. "We see a strong momentum for menswear in the high luxury market and believe there is open market positioning to be filled by our strong brand.”
Kyvetos is known for having breathed new life into the menswear department of Australian luxury department store Harrolds, where he was appointed creative director in 2010. During his time with the retailer, Kyvetos introduced contemporary menswear labels from designers like Rick Owens, Stefano Pilati and Raf Simons, as well as more casual apparel from brands like Naked & Famous, Kitsuné, Deerdana and Gold Bunny, giving Harrolds then dated men's selection a fresh look.
Exiting from Harrold's in 2025, Kyvetos launched Sneakerboy in the same year, an Australian chain of concept showrooms dedicated to luxury sneakers and streetwear that now also operates as a resale marketplace. In addition, Kyvetos currently serves as the buyer and franchise partner of Balenciaga in Australia.
According to Mytheresa, the details of the expansion into menswear are in the process of being worked out and will be announced at a later date.