Mango teams up with Macy's to drive online growth in the U.S.
today Jun 19, 2019
Spanish fashion brand Mango is putting the U.S. market at the centre of a new strategy. Earlier this month, the company announced a partnership with Hangzhou Jingzhe Clothing to grow in China and now Mango is expanding its presence in North America through a new tie-up with American retailer Macy's, FashionNetwork.com can reveal.
The move will see Mango strengthen its online presence in the U.S. and Canada by collaborating with a department store, mirroring a model it launched in Spain between El Corte Ingles and its Violeta sub-brand. From August, the brand’s women's collection will be available to purchase on Macy’s website, as well as through Mango's online store.
Additionally, the online launch will be supported with a bricks-and-mortar activation that will include the opening of three concessions in Macy’s stores in New York at the retailer’s Herald Square, Staten Island and Roosevelt Field branches. According to the clothing brand, the physical spaces will support the online launch, with e-commerce taking priority.
Currently, the company -- founded by Isak Andic -- has only one standalone store in the U.S. The 700-square-metre store located at 561 Broadway Avenue in the heart of SoHo opened in 2006, and reopened again in 2017 following a refurbishment. And the brand doesn’t rule out opening a further shop in New York or Miami in the future, given its key focus on the U.S. market and the declining rent prices. But, it would only consider opening a flagship store, with a large unit in a prime location, according to sources.
This is not the first time Mango has partnered with an American retailer, having launched a series of concessions with department store chain J.C. Penney in the early 2000s. Their collaboration came to an end in 2015. Online, the Spanish firm is also available via Lord & Taylor, Amazon and Canada’s Hudson’s Bay, with the latter recently announcing a distribution agreement involving concessions in up to seven cities, including Toronto, Montreal and Vancouver.
At the end of the last financial year, Mango had 2,190 stores across 110 countries, and a trading area of 800,000 square metres. The brand has recently revealed a 1.8% increase in revenue to 2.23 billion euros in 2018, however its full results will be revealed by the Barcelona-based retailer in August.
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