Dive Brief:
- Continuing its swift growth plans, Mango is expanding its e-commerce operations to 12 new countries, bringing its total international reach to more than 120 markets around the world, according to a company announcement on Monday.
- The company is bringing its online business to Angola, Belize, Brunei, Gabon, Gambia, Equatorial Guinea, Honduras, Laos, Mongolia, New Zealand, Papua New Guinea and Togo, per its press release.
- Mango also named Marlies Hersbach as its new e-commerce executive director, a role that will involve overseeing the company’s online business strategy. Hersbach previously served as the company’s international retail director for France. Hersbach’s appointment is part of Mango’s strategic plan, which aims to reach over 4 billion euros in revenue by 2026.
Dive Insight:
Mango is executing its e-commerce expansion following a jump in its online business. Last year the company’s e-commerce arm brought in more than 1 billion euros for the first time, comprising 33% of Mango’s overall revenue.
In July, Mango reported the best first-half revenue in its history, hitting 1.5 billion euros (about $1.7 billion at the time), up 6.3% year over year.
“Mango’s entry into 12 new countries reinforces its international presence and brings our value proposition and passion for fashion to new markets,” Elena Carasso, Mango’s online and customer director, said in a statement. “Since the creation of our online channel, our aim has always been to reach the whole world in order to be closer to our customers.”
Alongside its digital expansion, Mango’s brick-and-mortar store openings are continuing at a rapid pace. The company late last year said it planned to open 500 new stores by 2026 in the U.S., Spain, France, Italy and other key markets. In April, the company debuted new locations in Boston and Washington, D.C.
Mango has also extended its brand into the Roblox universe. Earlier this year, the company unveiled a virtual store on Roblox where players could buy Mango Teen digital clothing and other items for their online avatars.
Besides appointing a new leader for its e-commerce division, Mango also recently named another executive to manage its home goods business. The company in June appointed Nuria Font as the director of Mango Home, a move it made to strengthen the retailer’s home business.
