A global company with design and creativity at the centre of its business model, Mango’s strategy is based on constant innovation, the search for sustainability and an ecosystem of channels and partners. Here, RLI spends some time with CEO Toni Ruiz to speak about the brand’s continuing development across multiple mediums and what its next steps are.

One of Europe’s leading fashion groups, Mango was founded in Barcelona in 1984 by Isak Andic, the company’s non-executive chairman. Whilst the women’s line is at the heart of the business and the main driver of sales, they are also present in the men’s, kids and home sectors and produce approximately 140 million items per year.

Mango is very clear about its DNA and what differentiates them. With clients as their priority, they offer a unique fashion proposal focused on translating main trends into their own language.

“Our distribution structure, that combines channels, stores (retail and wholesale) and online, helps us to fulfil our customer’s needs at any time, place and format,” explains Toni Ruiz, CEO of Mango. “This strategy has as main pillars a strong relationship with our local partners and one of the most advanced supply chains in our sector.”

Currently operating in 110 markets, the highest of any European brand, the Mango portfolio consists of over 2,500 points of sale as well as their online channel. The goal in the coming years is to accelerate expansion, consolidating their position and presence in core markets such as Spain, France, Italy, Germany and the UK, and to develop their operations in major international markets such as the US and India, where they are currently working with one of their international strategic partners, Myntra on the completion of ten stores in the first half of the year.

New York

With this development in the US in mind, just last month they unveiled their new, 2,100sq m flagship store at 711 Fifth Avenue in New York, one of the world’s most exclusive shopping streets. The new site is located at the Grande Dame building, which was formerly the headquarters of major companies such as NBC, Columbia Pictures and Coca-Cola. The opening of the New York store is the starting point of the expansion plan the company is promoting to consolidate the brand in the country.

Looking ahead, Ruiz explains that we are in an uncertain and unstable time, and because of this, diversification both in terms of product and geographies, plays to their strengths.

“During recent years, we have carried out an important diversification process and right now we are focused on developing our current lines, such as men’s, kids, teen and home. All of them have a lot of growth potential, both in our main market, Europe, and in the rest of the world,” says Ruiz.
“From an efficiency point of view, our goal now is to keep working towards operational excellence. We are investing more than €130M in key projects such as the expansion of our warehouse in Barcelona and the construction of a Mango Campus that adapts to new ways of working,” he continues.

When discussing new products, or new company initiatives, Toni comments that sometimes it is about being brave enough to take steps forward. After launching their online platform in 2000, they have since become one of the leading fashion groups in terms of business in the online sector. More recently, they are entering the metaverse by focusing on their DNA and relating it to the world of art and culture, and creating new relationships with artists and other stakeholders. Much like Covid did, the metaverse is growing in importance so quickly that it has created a sense of urgency within companies and organisations to act now, and this is certainly the case at Mango as they look to grow on this platform.

The topic of sustainability is today more prevalent than ever, and Mango believes in sustainable growth across three pillars: economics, environment and social.

“We see sustainability as a journey, one that the fashion industry must make in order to contribute to a fairer society, and to reduce its environmental and social impact on the world. We organise our journey towards sustainability in three key concepts that reflect the company values: Committed to the Planet, Committed to the Community and Committed to the Value Chain.”

Founded in one of the historical enclaves of the European textile industry, the company wants to inspire the world by sharing its passion for Mediterranean style and culture. They are a business that is committed to its influence area and to the sector in which they operate, continuously adapting to changes with an ethical and responsible approach to society and the environment.

New York

Mango is a brand that cares about its people, clients and partners and is committed to helping to create a better world while using its entrepreneurial mind-set to never stop learning and exploring. They remain authentic to their Mediterranean spirit and are culturally curious, meaning they believe that art and culture make the world a more inspiring place and that beauty, style and attention to detail is in their DNA.
As our time with Ruiz comes to a close, we ask what lies ahead and what is Mango’s greatest challenge?

“Fashion as an industry needs to continue down this sustainability path and for us sustainability is one of our strategic pillars. Another challenge is to continue to understand the necessities of our clients and try to anticipate changes in habits, this is why we are investing money and time in mediums such as the metaverse,” explains Ruiz.

“Finally new ways of working remains a challenge. The pandemic situation has changed the way we interact with our teams and colleagues, but we see this as an opportunity. With the new Mango Campus we aim to be able to improve our efficiency and creativity but at the same time incorporate new work habits,” Ruiz concludes.