LuxuryNews

Mytheresa Brings God’s True Cashmere Into Its Munich Store for Client Event

The luxury retailer paired an in-store conversation with the cashmere label's co-founder and a smaller dinner, using physical retail to deepen a brand relationship already visible online.

Published: Oct 9, 2026 8:37 AM Updated: Oct 9, 2026 8:48 AM

By Shipra Bohara

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Mytheresa Brings God’s True Cashmere Into Its Munich Store for Client Event

Image: Mytheresa. Photographer credit to verify.

Mytheresa brought God’s True Cashmere into its Munich store for an invitation-led client event, using a conversation with the label’s co-founder and CEO Sat Hari to connect its physical space with a brand it already sells online. Guests then moved to a smaller dinner at Rosewood Munich’s Brasserie Cuvilliés.

The event illustrates a practical role for a luxury retailer’s store beyond transactions: customers can handle garments, hear directly from a founder and build familiarity with a label that appears in a much larger digital assortment.

Turning a brand listing into a physical encounter Mytheresa’s online assortment lists multiple God’s True Cashmere shirts, including pieces with gemstone details and plaid fabrications. The Munich program gave that product relationship a face-to-face context.

It paired Hari with T Magazine Germany editor-in-chief Konstantin Spachis for a conversation about the brand, according to the retailer. Mytheresa also named David Schutter, Alexander Haas and Danny Williams among attendees, without assigning the event a public shopping window or a named product launch.

Those limits matter: the available evidence supports a client and brand-engagement story, not a claim about exclusive inventory or a measurable sales lift. Why this format matters for luxury retail A premium multi-brand retailer competes on more than breadth of assortment…

In-store conversation at Mytheresa's God's True Cashmere event in Munich

Guest at Mytheresa's Munich dinner for God's True Cashmere

Two guests at the Mytheresa dinner at Rosewood Munich

Guests speaking beside the cashmere display in Mytheresa's Munich store

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