Mango Looks to Accelerate U.S. Push

In Marketing, What's New, Industry News by Just Style

Barcelona–Mango is looking for a department store partner to expand its flagship brand in the United States, where it already has a strategic alliance with JCPenney.

“We are open to suggestions,”  business development vice president Jose Gomez said, adding that Mango could strike a deal in the next six to 12 months “if it finds the right partner.”

Open to New Partnerships

Mango hopes to open 600 shop-in-shops under the JCPenney alliance signed last year. So far, the company has opened 292 doors, most of which are located on the East and West Coasts.

The pret-a-porter chain, which sells “fashion for young and urban woman,” will roll out another 200 doors by the end of August and another 100 by February 2012, Gomez added.

Under the alliance, JCPenney carries the “MNG By Mango” label that was designed specifically for the department store and is a more casual version of the classical Mango line sold in the retailer’s 1,700 global stores.

“Mango is pricier, caters to women aged 25 to 40 years old and has more dresses and suits,” Gomez explained. “MNG’s core market is 20 to 50 and is a smaller casual collection.”

Mango, which recently opened a new New York flagship store, operates 12 standalones in the United States. Gomez said the company could install a “few more” by 2015 but that the company prefers to grow through the department-store channel in North America.

“The U.S. market is very competitive and not our core market for individual stores,” he said. However, because of the success of the JCPenney partnership, the Mango brand has gained visibility, providing a launching pad for the broader Mango collection, he added.

Mango already operates shop-in-shops in the United Kingdom, France, Germany and Latin America through department-store alliances.

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