Mango teams up with Californian brand Simon Miller to gain foothold in the U.S.
The Spanish brand is continuing to collaborate with international brands and celebrities in order to promote its range of products while positioning itself in a premium segment in markets where it plans to develop its business. After launching a festive capsule collection for the holiday season with French-British influencer Camille Charrière, Mango has announced its next partnership set to launch this summer: a limited edition collection with Californian luxury brand Simon Miller.
Founded in 2008, Simon Miller is a Los Angeles-based brand led by its creative director Chelsea Hansford. Under her positive and inclusive vision, the brand is positioned in an accessible premium segment and offers a wide range of colorful and casual products: from clothing to footwear and accessories, to jewelry and even swimwear.
This collaboration with Mango, which will be unveiled in May, promises to merge the Californian and Mediterranean styles of the two brands, inspired by the "ocean, the underwater world, the sun and the sand". A summer treat that, as anticipated by the brands, will be tinged with a bright primary color palette, typical of Simon Miller's garments and common in Mango's summer collections.
During the launch of the brand's capsule collection with Camille Charrière, the product manager for women's collections and member of the company's executive committee, Justicia Ruano, explained to FashionNetwork.com the importance of these specific initiatives for Mango's evolution. "Globally, at the company, we are working on improving quality and offering fair value for money. We are looking for sophisticated capsules that push the company's strategy and help us to raise the quality of our production as a whole," said the manager from Andalusia.
The brand founded in 1984 has therefore been recently collaborating with artists, creatives or personalities in the fashion industry such as Leandra Medine, Chufy or Pernille Teisbaek in order to build up its community.
A creative capsule to help Mango achieve the American dream
In addition to forging creative synergies, the capsule collection with the Californian brand will reaffirm Mango's ambitious growth plans in the United States. Coinciding with the opening of its first flagship store on New York's coveted Fifth Avenue, the Barcelona-based brand unveiled its expansion plan in the country: a project with a 100 million euro investment through which it plans to open some 30 stores in the market by 2025. The objective? To soon reach a turnover of 100 million euros in the region.
Mango has been operating in the United States since 2006 and sells its collections through its own website and through online retailers such as Nordstrom and Macy's. The brand is committed to the online channel, which is expected to account for 70% of its sales in the country by 2024. By then, the United States should have become one of its five largest markets in terms of turnover.
The company headed by Toni Ruiz is present in 115 markets worldwide. In the United States, Mango has stores in New York, New Jersey, Florida and Miami. Over the course of this year, the Spanish brand plans to continue expanding in Florida with store openings in locations such as Boca Raton, and in the western part of the country, with new stores in Georgia, Texas and California.
The company closed the first half of fiscal year 2022 with a 25 % increase in revenue to 1.21 billion euros.
Copyright © 2023 FashionNetwork.com All rights reserved.