Spanish clothing brand Mango is opening up its online selling channel to third-party brands in order to extend its commercial offer in what it calls complementary product categories.
The initial phase has seen the company sign an agreement with Italian lingerie brand Intimissimi, owned by Grupo Calzedonia. Mango will start selling Intimissimi collections on its e-commerce platforms this spring.
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The aim is to be able to offer Mango customers new products that cater to all their needs, the company says. Mango’s online and customer director Elena Carasso explains that the idea is not to become a multi-brand marketplace but to extend its commercial offer alongside brands that are compatible with its positioning.
Initially, the agreement with Intimissimi will run for three years and will launch in Spain, the Netherlands, Germany, the United Kingdom, Portugal, and France. The idea is then to extend into the other markets in which Mango sells via its online portal.
Regarding the subsequent phases to be adopted by the company, Carasso points out that “the technological ecosystem that has been developed over the last few months in order to market the collections of Intimissimi will allow us to integrate ourselves with other brands by accessing their products and stocks.”
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She adds: “We will continue to analyse new opportunities that offer our customers added value, while taking great care to ensure their compatibility with the Mango brand, which is one of our biggest assets”.
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By GlobalDataMango launched its e-commerce in 2000, making it one of the first fashion retailers to do so. At the close of 2019, the online channel achieved a turnover of EUR564m (US$684.6m), representing 24% of total company sales.
In October 2020 the brand celebrated the 20th anniversary of the launch, setting itself the target of achieving a turnover of EUR1bn in 2021.
Mango’s decision to sell third-party brands online is similar to one taken by UK retailer Marks & Spencer recently. The group said under its ‘Never the Same Again’ agenda that guest brands will be introduced online and in larger stores in a bid to broaden appeal and grow online sales. Its third-party brand roster currently includes Nobody’s Child and the Early Learning Centre, while the retailer has also partnered with Ghost.
Reports last month claimed it is looking to onboard Joules, Phase Eight, Hobbs, and Seasalt as its next third-party brands.
