Mango to retail third-party labels via its e-shop
Mango's e-shop will soon feature other names besides the Barcelona-based label. From next spring, Mango’s online catalogue will be extended to include complementary product categories. Spain’s second-largest fashion group has in fact at its disposal the technology with which to transform its monobrand e-shop into a genuine marketplace.
“We are not aiming to become a massive multibrand marketplace, but to expand our commercial catalogue in partnership with labels that are compatible with our positioning,” said Elena Carasso, online and client director at Mango. The label is keen to offer its customers “new products that meet their needs.”
After some website development and adaptation work, Mango has inked a deal with Italian lingerie label Intimissimi, part of the Calzedonia group. Their three-year partnership provides for an extensive selection of Intimissimi articles to be available on Mango's e-shop, initially in six countries: Spain, the Netherlands, Germany, the UK, Portugal and France. The objective is to gradually extend this service, adding new products to Mango's catalogue in all the markets where the label is present, but without Mango having to directly control the inventory levels for the brands it will collaborate with.
“The technological eco-system we have developed in the last few months in order to commercialise the Intimissimi collections will enable us to create synergies with other brands, connecting with their products and stocks,” said Carasso. She added that Mango’s intention is to continue “to monitor new value-creation opportunities,” and emphasised the need for a “highly curated” selection, consistent with Mango's image and positioning.
Stronger together in Spain
In the last few months, the impact of the pandemic has meant that many retailers are having to fight for their commercial lives. Spanish fashion retailers are showing a propensity towards the marketplace concept: in April 2020, El Ganso broke new ground by launching its own marketplace, followed in September by the Tendam group, which announced that its e-shop was evolving towards a multibrand format. In early 2021, Scalpers joined the fray, revealing a plan for adding gourmet food brands to its online product selection.
Mango has taken advantage of the months of store closures and travel restrictions by concentrating on specific aspects of its business. It diversified its range by entering the activewear segment, and launched a home decoration line. It also re-jigged its apparel lines and added plus-size brand Violeta to its womenswear collections. In spring, Mango's European stores will introduce new-look interiors, more Mediterranean in style.
Mango is notable as one of Spain’s e-tail pioneers. It launched an online store more than 20 years ago and, in the 2019 financial year, e-tail accounted for 24% of Mango’s total sales, generating a revenue of €564 million. In 2021, Mango is hoping its online sales will top the symbolic milestone of €1 billion.
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