Luxury e-commerce platform MyTheresa has appointed Steven Xu as its president for China and Asia Pacific as part of the brand’s expansion strategy in the region.

Xu’s appointment will take effect on July 1. In his new role, Xu will oversee MyTheresa’s consumer-facing activities in China and the Asia Pacific region.

“There is huge growth potential in the region as luxury consumers continue to shift online,” Xu said.

Prior to joining MyTheresa, Xu served at Ralph Lauren as VP of digital marketing and e-commerce Apac, with a particular focus on China. He previously worked at British American Tobacco as head of digital activation, focusing on digital transformation in the Asia Pacific and Middle Eastern markets.

“Steven brings a wealth of digital experience,” said Gareth Locke, chief growth officer & MD at MyTheresa.

“The Asia Pacific and particularly China is an important growth market for MyTheresa. Building a local team there is crucial for us to make consumers even more aware of our unique value proposition and to deliver the first-class shopping experience that our customers expect.”

“Having Steven join shows our clear commitment to the sophisticated Chinese luxury shopper and their demands,” said Michael Kliger, CEO of MyTheresa.