Mango is gathering all of its brands under one roof and launching megastores, 200 to be exact, in 2014.
“We are starting a new era of Mango,” said Daniel Lopez, vice president. “We ended last year with 1.7 billion euros [$2.31 billion at current exchange] in sales. Our idea is to be 5 billion euros [$6.7 billion] turnover in the next four or five years. We’re going to achieve this through organic growth and the megastores.”
The Barcelona-based retailer is supersizing its stores to between 8,600 square feet to more than 32,000 square feet. The average size of Mango units is currently about 3,200 square feet.
“What we are seeing is that for [the] Mango women’s range, we need a minimum of 10,760 square feet of selling space,” said Lopez. “We’re turning our stores more into family stores. We’re also adding the men’s range, H.E. by Mango, and Mango Touch.”
Lopez ticked off the additional square footage required for men’s of 3,200 square feet; a new kids’ collection for boys and girls, three to 12 years old, 1,290 to 1,614,square feet, and the new Mango Sport & Intimates, 215 square feet to 430 square feet. The line includes an intimates collection and apparel for technical sports, homewear and yogawear. In February, Mango is launching Violetta, for large sizes, which will require 3,767 square feet of space. That’s a minimum of 18,200 square feet of extra space.
“The idea of megastores is a change in our DNA,” Lopez said. “Any store we are going to open from now on will have to have these requirements. There are going to be places were we cannot enlarge our Mango store as we would wish,” he said, referring to existing stores without available adjacent real estate. “We will have to open two or three stores. This is not the ideal.”
The few megastores that have opened have been well accepted by consumers, Lopez said.
“The result so far is fantastic,” Lopez said. “Sales compared to what we were experiencing are tremendous. We are very happy because in certain locations we’ve been able to do three and four times the turnover we were doing in the smaller business.”
While only 13 stores are planned for this year — Lopez called it a transition year — the company is gearing up to roll out 200 megastores in 2014.
The megastores will be concentrated in Spain, France, Germany, Belgium, the Netherlands, Luxembourg, Russia, Italy, Norway and Poland and in cities such as Barcelona; Bilbao, Spain; Paris; Maastricht, Netherlands, and Munich. In Munich, the brand will open its largest store — 24,757 square feet — in Europe in October.
There’s no word on when the megastore concept will travel to the U.S.
“In the States, are working towards clustering our footprint,” Lopez said. “We want to cluster in the regions where we’re already present to create better communication with consumers.”
At J.C. Penney, where Mango sells in “corners” at the stores, Lopez said, “Everyone is talking about Penney’s in the market. We are relatively comfortable with our relationship with Penney’s. We have gone through tough times with them. The relationship has strengthened.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)