Violeta by Mango is targeting the American plus-size woman.
The Spanish retailer launched the full-figure collection today online in the U.S.
Violeta by Mango continues to expand with a 2014 target of 100 stores with an average size of between 3,700 and 4,300 square feet.
Sales volume is expected to reach 50 million euros or $67.6 million, the company said.
Since the launch of the collection in Spain earlier this year, the line has expanded into France, Germany, Italy, the Netherlands, Turkey, Russia and Saudi Arabia. The company said it has invested 20 million euros, or $39 million, in the launch.
The key to the brand, which goes up to size 16, is the care taken in the technical pattern details from size to size and in being able to offer a high-quality collection for any time of day. The collection, with more than 1,000 designs, is aimed at the “demanding and fashion-conscious woman who wants to feel attractive and sexy,” Mango said.
The 6-foot, 2-inch Australian model Robyn Lawley is the face for fall. The campaign carries the tag line, “It suits me and I like it.”
For fall, khaki, crimson and a range of grays are the key colors. There are military-inspired pieces like parkas and cargo pants, leather items and rocker styles, with colors such as emerald green. Also in the collection are enveloping maxi sweaters and delicate and feminine dresses and blouses belted at the waist.
Mango, which arrived in the U.S. in 2006, closed its 2013 fiscal year with turnover of 1.8 billion euros, or $2.49 billion, which represented an increase of 9 percent over 2012.
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