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The name of the fruit, which the brothers tasted in the Philippines, was easy to pronounce in any language and expressed the concept of the brand, which offered a bright, original product at an affordable price.
In the second half of the 1980s, Mango production was moved from Spain to China to reduce production costs. The company improved its inventory management system: the “just in time” format was used in production, logistics and distribution, which allowed it to quickly meet market demand. At the same time, the company began selling franchises, thanks to which Mango stores began to open throughout the country. By 1988, the Mango network included 13 outlets in Spain, in 1993 – 100.
In 1992, the first stores opened in the foreign market, in Portugal. By the beginning of 2000, the brand was represented in more than 500 retail outlets in fifty countries in Europe, America, Asia and Africa. In 1999, Mango entered the Russian market. In 1998, the company became the second largest exporter in the textile sector in Spain.
The wide range of Mango women’s collection includes tops, T-shirts, shirt dresses , tunics, overalls, loose-fitting trousers, outerwear and dressy clothes. All items from different lines are easy to combine with each other.
In 2008, the HE by Mango line was launched, aimed at young people. In 2014, it was named Mango Man; in October 2015, the chain of stores included 290 stores in Spain, France, Germany, Russia and other countries.
In 2013, the children’s fashion line Mango Kids appeared (more than 400 points of sale in 50 countries in 2015), and in 2015, the clothing collection for newborns and children up to 3 years old Mango Baby.
In 2014, the company launched the plus size clothing line Violeta by MANGO, offering clothes up to size 58. Violeta Andic, the niece of the company’s founders, was appointed creative director. The face of the new line was Australian model Robyn Lawley. Each item in the collection was created using specially developed patterns that took into account the features of the figure. The line included office wear, casual wear, denim, an evening capsule, parkas and trench coats, as well as shoes and jewelry.
In addition to clothing, the brand also produces perfumes: the fragrances MNG Cut for Woman, Mango Adorably and Mango Delirium are produced by Puig.
The brand actively attracts celebrities to advertise its products, organizes various cultural projects and collaborations. Monica and Penelope Cruz developed 25 models of women’s clothing for the brand and starred in the collection’s advertising. In 2009, Mango released a limited collection of six women’s T-shirts, on which were printed quotes from the works of the writer Paulo Coelho. Each model was packed in an exclusive box imitating the binding of a book.
Over the years, the brand’s campaigns have featured models Kate Moss, Naomi Campbell, Scarlett Johansson, Elizabeth Jagger, and footballers Zinedine Zidane and Gerard Pique. In 2006, the company established the El Botó n-MANGO Fashion Awards for young designers, the winner of which received a grant of 300 thousand euros and the opportunity to collaborate with Mango.
In 2006, the brand’s clothing sales in Europe fell by almost 20%, according to the company; the decline was particularly strong on the Spanish market. However, due to the fact that 80% of Mango’s trade was on foreign markets, the financial indicators were maintained at the same level. In 2012, the company’s growth rate (+25%) overtook such mass-market giants as H&M and Inditex, and in terms of turnover (1.7 billion euros) it became the second clothing retailer in Spain after Inditex.
In 2015, Mango developed a new development strategy, switching in the spring-summer 2016 season to a regular assortment update every 15 days and a monthly advertising campaign with a current trend and a new face. The company also focused on the active development of online sales and promotion channels – in social networks, applications and on its own website, which was launched in 2000, operated in the countries of the European Union, the USA, Canada, Turkey, China, Japan, the USA and by 2015 brought in 10% of the total turnover.
In the context of the global economic crisis caused by the coronavirus pandemic, the company diversified its portfolio, launching the Mango Teen line for teenagers, the home textiles brand Mango Home and the standalone premium label Alter Made – the latter had to be closed in 2022 as financially insolvent.
For the 2022 financial year, Mango increased its net profit by 20.9% year-on-year to 81 million euros, four times higher than before the pandemic; profit before tax increased by 26.2% to 103.3 million euros, and turnover by 20.3% to 2.688 billion euros. The refusal to sell directly in Russia resulted in losses of approximately 20 million euros, mainly due to store closures and the devaluation of the ruble, the company said in a report. The international network consisted of 2,566 stores in 115 countries on five continents. The company employed more than 14,000 people. Mango’s e-commerce turnover on 90 online markets in 2022 accounted for 36% of the company’s total sales, 960 million euros (942 million in 2021).
In 2020, Toni Ruiz, previously CFO, was appointed CEO of the company. Mango’s Board of Directors also includes Isak Andic (Chairman), Daniel Lopez (Director of Development and Franchising), and Jonathan Andic (Director of Public Relations and Menswear Development).
