Mango, the private Spanish retailer, is aggressively pushing forward with a plan to enter the United States at breakneck speed, opening more than 60 stores in the country as part of an ambitious expansion plan. With headquarters in Barcelona, this firm hopes to give up the cheap fast-fashion image and become more quality-inclined and creatively designed for greater influence on consumers in the US.
By the end of this year, Mango opens 42 new stores, with another 20 additional stores in 2025. These will be located primarily in the Sun Belt and Northeast regions. According to Toni Ruiz, CEO for Mango, this is a long-term commitment as the company invests $70 million into the market in the United States. This encompasses opening a new logistics center near Los Angeles and creating about 600 new jobs, which will bring the Mango US workforce to approximately 1,200 by 2025.
Already, mango’s growth in the U.S. has been promising; sales rose more than 10% this year, and the company foresees double-digit growth again next year, as it strives to increase its share of the U.S. market. Currently, the US ranks among Mango’s top five markets, and the company aims to break into the top three by 2026. Under this strategic plan, Mango hopes to grow annual sales from €3.1 billion to €4 billion in the next few years.
Known for stylish, European-inspired basics, Mango is working to position itself as a premium brand. Unlike fast fashion competitors, Mango designs all of its products at its Barcelona headquarters; the design process for one line can take seven to eight months. “We want to offer a better customer experience through superior creativity, design, and pricing,” Ruiz says.
Mango’s expansion strategy in the U.S. is based on physical stores because the company believes that this will enable it to be in closer proximity to customers and communicate its brand story more effectively. Using the data sourced from the e-commerce platform, which contributed 33% to the total sales, guides its expansion and regional preferences. As it continues to grow, Mango recognizes the need to adapt to the different characteristics of states in the U.S., each state being a market unto itself.
