Mango, the Spanish fashion group, announced its debut in California this Thursday with multiple store openings. The move is part of a broader push to expand across the United States, a strategy that has already shown positive effects on profitability. Los Angeles is stepping into the spotlight as a new showcase for the brand, boosting online sales and brand perception in a highly lucrative market. Earlier in August, Texas and Georgia stores were launched as well.
The plan includes a flagship store in Los Cerritos Center, a venue between Los Angeles and Orange counties, covering roughly 400 square meters. A second location, a 5,000 square foot store, opened in Glendale Galleria Mall, a three-story mall in Los Angeles County.
Mango’s expansion and continued U.S. growth were described by the company’s Expansion and Franchising Director, Daniel López, who noted the brand’s positive reception in New York, Miami, Texas, and Georgia. California is now being added as a physical footprint, with further openings planned in San Diego at Fashion Valley Mall and in Los Angeles at Brea Mall, Victoria Gardens, and Beverly Center in Beverly Hills. López plans to remain in the United States for an extended period as the market remains a key priority. The company also foresees additional California locations and aims to balance store growth with its online and omnichannel presence.
Destinations in the USA
Mango began its U.S. expansion last year with a goal of nearly 30 new stores within three years, aiming to reach about 40 stores by 2024 as one of the brand’s five major markets. In 2022, the U.S. portfolio included ten stores and online sales through Mango.com and marketplaces such as Nordstrom and Macy’s. The strategy emphasizes expanding physical stores while continuing strong online performance.
Despite producing fewer garments versus 2019, Mango’s U.S. billing remains steady. The rise of low-price domestic digital firms has prompted fashion multinationals to adjust strategies. Mango seeks to position itself as a premium brand in the United States, with prices edged higher than in Europe. The expansion plan does not rely on saturating the market with stores; rather, it prioritizes a strong omnichannel approach where online sales are central and the basic brand experience remains consistent for consumers.
Expansion plans
In the coming months, Mango will push further into California with four additional openings: one at Fashion Valley in San Diego and three in Los Angeles: Brea Mall, Victoria Gardens, and Beverly Center. The Beverly Hills location emphasizes access to an upscale audience in a celebrity-rich district.
The newly opened California stores feature the Woman line and introduce the New Med concept, aligned with the Fifth Avenue flagship in New York. Sustainability and architectural integration are focal points in the design, utilizing traditional, handmade, sustainable, and natural materials such as ceramics, tuff, wood, marble, esparto grass, and leather.
The Houston expansion at Memorial City Mall will be complemented by openings at other Texas malls, including The Shops at La Cantera and North Star Mall in San Antonio, Galleria Dallas, La Plaza Mall in McAllen, Stonebriar Center in Frisco, and Baybrook Mall in Houston.
The importance of New York
The expansion kicked off with Mango’s flagship at 711 Fifth Avenue in New York, a premier shopping street. The flagship spans about 2,100 square meters and serves the Women’s, Men’s, and Children’s lines, positioned in a VIP area on Fifth Avenue. Built in the late 1920s, the building is noted for its architecture and as the headquarters for brands such as NBC, Columbia Pictures, and Coca-Cola.
During the initial phase of the U.S. expansion, Mango strengthened its New York presence and then broadened its Florida footprint with openings in Miami and Orlando. Lincoln Road in Miami, Aventura Mall, and Florida Mall were among the new openings, expanding the U.S. sales footprint by approximately 2,500 square meters. Plans for 2023 included about 15 new stores across the western and southern United States, with a focus on Georgia, Texas, and California.
The U.S. presence traces back to 2006, with a renewed commitment in recent years through a reimagined SoHo store and a Macy’s partnership to accelerate online growth. In 2021, Mango opened stores in New Jersey, New York, and Miami, and launched Mango Home online in 2022. The expansion began with the flagship Fifth Avenue store in New York and continued with openings in Florida in the following months. (source: Mango corporate communications)