Spanish fashion retailer Mango has announced a significant expansion of its online business, entering 12 new markets and appointing a new ecommerce executive director as part of its ambitious growth strategy.

The company has launched its online channel in several African countries, including Angola, Gabon, Gambia, and Equatorial Guinea, as well as in Belize, Brunei, Honduras, Laos, Mongolia, New Zealand, Papua New Guinea, and Togo. This expansion brings Mango's global presence to over 120 markets worldwide.

Elena Carasso, online and customer director at Mango, stated, "Mango's entry into 12 new countries reinforces its international presence and brings our value proposition and passion for fashion to new markets. Today, almost 25 years after our ecommerce launch, we are present in more than 120 markets worldwide, with an online selling channel available in 25 languages."

Alongside this expansion, Mango has appointed Marlies Hersbach as its new ecommerce executive director. Hersbach, who previously served as Mango's international retail director for France, will be responsible for developing and executing the company's online business strategy. She will report directly to Carasso, who is also a member of the steering committee.

Hersbach's appointment is part of Mango's 2024-2026 Strategic Plan, which aims to achieve revenues exceeding €4 billion by 2026. The plan emphasises strong growth in both physical stores and the online channel, with a focus on technological development, data management, artificial intelligence, and operational excellence.

Mango's online business has shown significant growth, surpassing €1 billion in revenue for the first time in 2023 and representing 33 per cent of total group revenue. The company, a pioneer in European ecommerce since its launch in 2000, continues to strengthen its position as one of the fashion companies with the highest online channel penetration in Europe.

The retailer recently reported its strongest-ever first-half sales, with a 6.3 per cent increase to €1.54 billion in the first six months of the year. Additionally, Mango has revealed plans to open more than 20 new stores in the UK in 2024, expanding its presence in London and Scotland, as well as entering new locations in Northern Ireland, central and southern England.

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