Dive Brief:
- Mango has named Nuria Font the director of Mango Home, according to a news release last week.
- Font succeeds Laura Vila, who is leaving the company after 17 years. Font was most recently the director of Mango’s wholesale department and will step into the new role this month. She’s worked with Mango since 2006.
- The company is positioning Font’s role shift as a move to strengthen its home business, part of its recently announced strategic plan.
Dive Insight:
In March, Mango announced a three-year strategic plan with the goal of achieving more than 4 billion euros in total sales, or about $4.3 million at current exchange rates, by 2026. The company said in the plan it will meet this goal through “a differentiated value proposition, with a strong expansion drive and by improving sales” in its store network and through e-commerce.
In the news release last week, Mango said it was reinforcing the homeware line’s value proposition through “aspirationalism, quality and individual style.”
The Barcelona-based fashion group launched Mango Home in 2021 with a textile collection and has begun diversifying its product offering. It’s leaning into new categories in both decoration and homeware, including items for living room, dining room, bedroom and bathroom, per the release.
Throughout 2024, Mango will continue this diversification and is consolidating and expanding its store network. It will extend its online presence of the Home line in Turkey and plans to open physical stores with the home concept in 2025, according to the release.
Mango Home is available in five retail locations in Spain, including in Madrid, Barcelona and Zaragoza. It is also available in 32 online marketplaces, mainly in Europe and the U.S., per the company.
In April, Mango launched a capsule collection of apparel with Victoria Beckham. At the time, the company said the collaboration was also part of the strategic plan. The line with Beckham followed the 2023 launch of Mango’s higher-end Capsule initiative, meant to elevate the brand by incorporating more expensive fabrics into its products.
Growth remains part of the company’s goal. The plan also includes opening 500 new stores by 2026.
