German luxury e-commerce platform Mytheresa announced its new Chinese brand name, Meilinshi (美遴世), along with a WeChat mini-program, on September 20. The name represents beauty, selection, and the world, while the mini-program features over 180 luxury designer brands across women’s, men’s, and children’s categories. Established in 1987, Mytheresa launched its online platform in 2006 and reported a 7% increase in total merchandise transaction volume to 900 million euros ($965 million) for fiscal year 2024.