Mango, a Spanish fashion retailer, has announced plans to open 60 new stores in the United States over the next two years as part of its strategy to transform its brand image from fast-fashion to premium.
The company has already revealed the opening of 42 new stores by the end of this year, with an additional 20 planned for 2025. This expansion is expected to create around 600 new jobs, bringing the company's U.S. workforce to approximately 1,200 employees by next year.
Mango's CEO, Toni Ruiz, emphasized the long-term commitment to the U.S. market and the focus on establishing a stronger presence in the Sun Belt and Northeast regions. The expansion plan includes a $70 million investment, which will also fund a new logistics center near Los Angeles to enhance operational efficiency.
Mango aims to distance itself from the fast-fashion label by emphasizing quality, creativity, and in-house design. The company's sales in the U.S. have already grown by more than 10% this year, and it aims to boost annual sales from approximately 3.1 billion euros to 4 billion euros by 2026.
Mango's expansion strategy is informed by a deep understanding of the diverse U.S. market, with a focus on tailored strategies that resonate with local consumers. The retailer's online presence plays a crucial role in shaping its expansion strategy, accounting for about 33% of overall sales and providing valuable data on customer preferences and shopping behaviors.
Mango's expansion comes at a time when several international fashion retailers are also vying for a larger share of the U.S. market. To differentiate itself, Mango focuses on quality, design, and enhancing the overall shopping experience by opening larger stores with a wider range of products.