Mango broadens its horizons
11/05/2009
The fashion chain continues to strengthen its presence in the international market
Now well-established as a fashion reference point in the West, Mango turns its conquest to Russian territory. The brand now has more than fifty outlets in this market, but the warm reception it has received so far has led it to broaden its expansion plans.
In fact, the brand intends to go beyond its current presence in the country's principal cities to cover the majority of those remaining, including smaller and medium-sized populations. These include Oronezh, Omsk, Novorossiysk, Ryazan in Moscow, Voroznehz, Ryazan, Yakutsk, Novorossiysk, and Vladikavkaz, all to be managed through a franchise system.
The firm has chosen this system to speed up its growth rate, limiting its own stores to larger cities such as Moscow and Saint Petersburg. The company has planned four new boutique openings in the region for the end of the year.
But Mango's expansion policy is even more ambitious than just this. France is yielding more surprises for the remainder of the year. There, it currently has 95 establishments, with plans to open a further 15 boutiques. It is one of the consolidated markets of greatest importance for the business, representing 9% of its total turnover.
Italy, Germany, Switzerland, the Middle East and Asia (particularly China) are other short-term goals for Mango. The brand currently has more than 1,300 stores in 93 countries. By the end of 2009 its points of sale will increase by a further 200. Its strategic new openings include Beijing, Belgrade, Dubai, Kuwait, Johannesburg, Manila, Moscow, New Delhi, New York, Paris, Tehran and Tokyo.
