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.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews