Mango, a renowned Spanish fashion retailer, has taken a significant step in its digital strategy by appointing Marlies Hersbach as the new ecommerce executive director, tasked with enhancing the brand’s online channels.
- Hersbach transitions from her previous role as international retail director in France, bringing a wealth of experience to guide Mango’s ambitious plans.
- The expansion includes moving into 12 new markets across the globe, predominantly in Africa, amplifying Mango’s global footprint.
- This strategic move aligns with Mango’s 2024-2026 plan to achieve over €4bn in revenues by 2026, marking a substantial increase in its online presence.
- In tandem with Hersbach’s appointment, Mango celebrates a record-breaking half-year revenue, reflecting its successful growth trajectory.
Mango has named Marlies Hersbach as its new ecommerce executive director as part of a broader strategy to enhance its online presence. Hersbach, who previously served as the international retail director for Mango in France, is set to lead and execute the retailer’s online strategies starting from September 2. This appointment is integral to Mango’s expansive plan to significantly increase its online revenue by 2026.
The retailer is on a trajectory of growth that involves entering 12 new international markets, such as Angola, Belize, Brunei, and others, largely located in Africa. This move represents a significant aspect of Mango’s strategy to bolster its international presence and expand its reach to new customers.
Elena Carasso, who oversees Mango’s online and customer divisions, emphasized that the expansion reinforces the brand’s goal of global reach. Carasso stated, ‘Mango’s entry into 12 new countries reinforces its international presence and brings our value proposition and passion for fashion to new markets.’
Since Mango’s inception of its online channel nearly 25 years ago, the brand has steadily grown its digital footprint to over 120 markets worldwide, offering its online services in 25 languages. The recent appointment and expansion plan are aligned with the aim to be closer to customers globally.
In alignment with this strategic expansion, Mango has reported its highest half-year revenue to date, exceeding €1.5 billion in the first half of 2024. This financial milestone underlines Mango’s effective growth strategies and successful adaptation to digital retail innovations.
Mango’s strategic expansion and leadership appointment highlight its commitment to strengthening its global online presence and achieving significant revenue growth.
