Mango expands online channel to new markets

Mango, the Barcelona-based fashion giant, is working to make the United States one of its top five markets. Now, the fashion chain has announced that it is entering the African market with e-commerce. Mango is targeting 12 new markets, including Angola, Belize, Brunei, Equatorial Guinea, Gabon, Gambia, Honduras, Laos, Mongolia, New Zealand, Papua New Guinea and Togo. This gives Mango a presence in more than 120 markets worldwide.

To support new markets, Mango has appointed Marlies Hersbach, Mango’s international retail director in France, as executive director of e-commerce. She will be responsible for developing, steering and executing the company’s online business strategy and has extensive experience in the sector.

Yann Bayon, regional retail director for the Paris region, will become international sales director for Mango in France.

Mango’s e-commerce business grew at an accelerated pace last year, surpassing €1 billion ($1.105 billion), accounting for 33% of the group’s total revenue. Hersbach’s appointment is part of Mango’s plan to reach €4 billion ($4.422 billion) by 2026. The 2024-2026 strategic plan calls for strong growth in store and online sales, a strategic pillar for Mango.

By focusing on technological development, data management, artificial intelligence and operational excellence, Mango will drive value creation, the company said. It is one of the European fashion companies with the highest online channel penetration in its business.

AI-powered Mango recently created its first fully AI campaign for its limited-edition Sunset Dream collection, part of its youth line. In July, Jordi Álex Moreno, its chief technology officer, said it was one of the first campaigns to use the technology in the fashion industry.

“Mango’s entry into 12 new countries strengthens its international presence and brings our value proposition and passion for fashion to new markets,” said Elena Carasso, Online Sales and Customer Service Director. “Since the creation of our online channel, our goal has always been to reach the entire world, to be closer to our customers.”