Mango expands e-commerce operations to 12 new markets

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Brief description of the dive:

• Continuing its rapid growth plans, Mango is expanding its e-commerce operations to 12 new countries, bringing its total international reach to more than 120 markets worldwide, according to a company statement on Monday.
• According to a press release, the company is expanding its online operations to Angola, Belize, Brunei, Gabon, Gambia, Equatorial Guinea, Honduras, Laos, Mongolia, New Zealand, Papua New Guinea and Togo.
• Mango has also named Marlies Hersbach as its new executive director of e-commerce, a position that will include overseeing the company’s online business strategy. Hersbach previously served as international director of retail in France. Hersbach’s appointment is part of Mango’s strategic plan to reach more than €4 billion in revenue by 2026.

Diving Insight:

Mango is pursuing e-commerce expansion after a surge in online business. Last year, the company’s e-commerce division brought in more than €1 billion for the first time, accounting for 33% of Mango’s total revenue.

In July, Mango recorded its best-ever revenue in the first half of the year, reaching 1.5 billion euros (about $1.7 billion at the time), an increase of 6.3% year over year.

“Mango’s entry into 12 new countries strengthens its international presence and brings our value proposition and passion for fashion to new markets,” Elena Carasso, Mango’s director of online sales and customer service, said in a statement. “Since the creation of our online channel, our goal has always been to reach the entire world to be closer to our customers.”

In addition to digital expansion, Mango store openings continue at a rapid pace. The company said late last year that planned opening of 500 new stores by 2026 in the US, Spain, France, Italy and other key markets. In April, the company New locations debuted in Boston and Washington, D.C.

Mango has also expanded its brand to Roblox universe. At the beginning of this year, the company presented a virtual store on Roblox where players could purchase digital Mango Teen clothing and other items for their online avatars.

In addition to appointing a new leader for its e-commerce division, Mango also recently named another executive to head its home goods business. The company announced in June Nuria Font appointed as director of Mango Home, with the aim of strengthening its home retail business.