HE group fashion Mango announced its debut in California (USA) this Thursday with the opening of several stores. The openings are part of the Catalan multinational’s broader expansion plan in the US, and this has proven to play a key role in improving its profitability ratios. Los Angeles is becoming the brand’s new showcase, increasing online sales and brand image in a highly profitable market. The company opened stores in Texas and Georgia this August.
This is an explanation Mango He describes the features of his new store measuring approximately 400 square meters in Los Cerritos Center, located between Los Angeles and Orange counties. It also opened another 5,000 square foot store in Glendale Galleria Mall, a three-story mall located in Los Angeles County.
“Following Mango’s excellent reception in New York and Miami and its recent arrival in Texas and Georgia, we are thrilled to bring the brand experience to California for the first time in a physical space as part of our ambitious development plan for the future.” Mango’s director of Expansion and Franchising, Daniel López, said he will stay in the United States, one of our key markets, for several months in the coming years. The company plans to continue opening stores in California: one in the Fashion Valley mall (San Diego) and three in Los Angeles: Brea Mall, Victoria Gardens, and the Beverly Center in Beverly Hills.
Destinations in the USA
Mango began its expansion plan in the United States last year, with the goal of opening nearly 30 new stores in three years, reaching a total of 40 stores by 2024, making this country one of the group’s five main markets for the group. billing. Mango completed 2022 with ten stores in the US, where it also operates through the Mango.com website and the Nordstrom and Macy’s websites. In addition to increasing online sales on mango.com and its marketplaces, the company also wants to increase the number of physical stores.
Mango currently produces fewer garments than in 2019, but bills 2%. The invasion of low-priced domestic digital firms like Shein has forced multinational fashion companies to change their business positions. Mango aims to be a prestigious fashion firm in the USA, whose prices are slightly higher than in Europe. In any case, the goal of Mango’s expansion in the US is not to fill the country with stores, as this has always been an absurd goal in times of consolidation of online sales. Internet sales will continue to be a priority for the brand and will keep the basic information and communication element for consumers within the framework of its omnichannel strategy.
expansion plans
In the coming months, Mango will continue to expand its presence in California with the opening of four more stores: one at the Fashion Valley mall (San Diego) and three in the city of Los Angeles: Brea Mall, Victoria Gardens and Beverly Center. It is located in Beverly Hills, the exclusive neighborhood of Hollywood stars.
The new stores opened in California offer the Woman line and include the Mediterranean-inspired New Med store concept, similar to the store introduced by the Fifth Avenue store in New York. Sustainability and architectural integration are key to this joint design, which uses traditional, handmade, sustainable and natural materials such as ceramics, tuff, wood, marble, esparto grass and leather.
The expansion at the Memorial City Mall in Houston, Texas will be accompanied by the opening of stores at other malls in the state, such as The Shops at La Cantera (San Antonio), North Star Mall (San Antonio), Galleria Dallas (Dallas). ), La Plaza Mall (McAllen), Stonebriar Center (Frisco), and Baybrook Mall (Houston).
the importance of New York
This expansion plan began with the opening of the Mango ‘flagship store’ at 711 Fifth Avenue in New York, one of the world’s most exclusive shopping streets. The store, which has a sales area of 2,100 m2 and products belonging to the Women’s, Men’s and Children’s groups, is located in a VIP area on this iconic street of New York. This late 1920s building stands out for its architecture and being the headquarters of major companies such as NBC, Columbia Pictures, and Coca-Cola.
During first phase of the expansion plan In the United States, Mango has expanded its presence in New York City (in and around Manhattan). Following the opening of its Fifth Avenue store late last year, the company focused on increasing its Florida presence by opening two stores in Miami and one in Orlando. In particular, Mango has opened new stores on Lincoln Road (Miami), one of the busiest shopping streets in the country, Aventura Mall, Miami’s main shopping center and one of the ten largest shopping centers in the United States, and Florida Mall. It is close to Orlando International Airport and the Walt Disney World Resort theme park. With these four openings in 2022, it increased its sales area in the United States by 2,500 square meters. The company will open about 15 new stores in the west and south of the country for the first time in 2023, including the states of Georgia, Texas and California.
Presence of Mango in the United States The history of the company dates back to 2006. The company strengthened its commitment to the US market with the reorganization of its SoHo store at the end of 2017 and an agreement with Macy’s in 2019 to accelerate the brand’s online growth in the country. Mango opened four stores in the country in 2021 in New Jersey, New York and Miami, and launched the Mango Home line of essential household products through its website in April 2022. In May, the company began its expansion plan in the United States with the opening of its flagship store on Fifth Avenue in New York and three openings in Florida.