Currently, the brand operates in more than 120 markets, has around 2,700 points of sale worldwide, and 36% of its business comes from the online channel. Additionally, it continues with its international expansion plan, which began in 2022 with the opening of a Mango store on none other than Fifth Avenue in New York.
Isak Andic, a businessman born in Turkey who moved to Spain during his adolescence along with his family, was responsible for creating the Spanish fashion brand that has crossed borders and directly competes with the well-known Inditex. Andic, together with his brother, started selling clothes by carrying garments in the trunk of their car until they opened their first store in Barcelona. Back then, the brand’s name was Izak, and it was a few years later when his business vision changed, giving rise to what we know today as Mango.
From this comes Isak Andic’s belief that businesses should reinvent themselves every 10 years, which he applied to his company. This allowed them to achieve international success, becoming known as the Spanish brand that democratized fashion. When he managed to open a Mango store on Fifth Avenue in New York in 2022, it confirmed one of his lifelong dreams. After a long and successful business career, Isak Andic received the Kingdom of Spain Award for Business Achievement in March 2024 from King Felipe VI.
Unfortunately, Isak Andic passed away on December 14, 2024, in a hiking accident. In his last public appearance, the businessman reflected on his humble beginnings and wanted to share an encouraging message for young entrepreneurs: “May Mango, a project that humbly began in Barcelona more than forty years ago, serve to inspire entrepreneurial spirit among young people and encourage the aspiration to help create prosperity for many people and families and serve society.”
Mango has experienced remarkable growth since its founding in 1984. Initially established in the Spanish market, it quickly expanded internationally, becoming Spain’s second-largest fashion exporter in 1998. By that time, Mango had already entered Portugal, Singapore, and Taiwan, with the international market generating more revenue than the Spanish market.
In 1999, Elena Carasso, the current online and customer director at Mango, approached the company’s founder with the idea of starting to sell online. Despite it being a time of great uncertainty in this sector, Andic gave her the green light and set the objectives to achieve, which delivered exceptional results. In 2000, they launched their eCommerce platform, being among the first to take the initiative and venture into the online world. Initially operating in the 15 countries of the European Union, the company became one of the pioneers in the fashion industry to enter the eCommerce space in Europe. Over the years, it has followed a strategy of digital expansion, incorporating new markets and adapting its services to the specific needs of each country. By the end of 2022, Mango’s digital presence had expanded to 90 markets, and its online sales accounted for 36% of its total revenue, reaching 960 million euros in 2023.
Following this, they managed to establish a presence on all five continents and began diversifying their clothing lines. First came Mango Man, then Mango Kids, and finally, Violeta by Mango.
They have had a customer loyalty program, Mango Likes You, since 2019, which remains active today. This program allows customers to accumulate “likes” (points) that can be redeemed for discounts in stores, exclusive experiences, and member benefits.
Although Mango is present in the Us since 2006, it arrived in New York in 2022, followed by Miami, Orlando, Texas, Georgia, San Diego, Pennsylvania, Massachusetts, Washington D.C., Philadelphia, and Boston. That same year, Mango introduced its 2030 sustainability strategy, focusing on transparency, becoming the first store in Spain to publish its list of suppliers and manufacturers of fabrics, trims, and some yarns.
Recently, Mango presented its 4E Strategic Plan for 2025-2026, aiming to expand with 500 new store openings. They have already reached their goal of opening 40 stores in the United States by the end of 2024. Seattle is the company’s next destination for 2025. According to Mango’s Director of Expansion and Franchises, Daniel López, “they are delighted to continue executing their expansion plans by reaching Seattle, a key market on the West Coast.”
And, as Isak Andic himself announced it back when they opened their first store in the city that never sleeps: “This is just the tip of the iceberg of what we want to do in the United States.”
Far from wanting to go public, Toni Ruiz, the current CEO of the company and the main driving force behind Mango’s 4E strategic plan, stated in an interview that “There are other alternatives to the stock market to fulfill Isak Andic’s vision, which is for Mango’s legacy to continue.”
Mango actively uses social media and other digital platforms to engage with its audience. Its presence on platforms such as Instagram, YouTube, Facebook, and X has helped strengthen the brand and keep the audience informed about the latest trends and events.
On Instagram , they showcase understated, stylish photographs featuring neutral colors to highlight the garments, which are viewed by their 15.6 million followers. They also share reels that demonstrate how to pair the clothing with accessories or how the outfits would look in various situations.
Ver esta publicación en Instagram Una publicación compartida de MANGO (@mango)
Una publicación compartida de MANGO (@mango)
On YouTube, Mango uploads several updated content pieces each month, showcasing seasonal trends, new collections, and collaborations with various celebrities. Additionally, they often include references to the clothing used, allowing customers to see how to style the pieces and how they fit.
In the case of X , where they have 731,400 followers, Mango shares photos of various looks, providing item references so that customers can easily find the garments on their website.
Autumn has arrived, and it’s the perfect time to refresh your wardrobe Join fashion expert Julia Hobbs on our YouTube channel for tips on styling the season’s top trends. #MangoWoman pic.twitter.com/oKS6wxmRdM — MANGO (@Mango) September 30, 2024
Autumn has arrived, and it’s the perfect time to refresh your wardrobe Join fashion expert Julia Hobbs on our YouTube channel for tips on styling the season’s top trends. #MangoWoman pic.twitter.com/oKS6wxmRdM
— MANGO (@Mango) September 30, 2024
However, on TikTok, the content is somewhat different from their other social media platforms, offering a more relatable approach, though they do occasionally duplicate content from other networks. With half a million followers, their videos typically focus on product recommendations, style inspiration, and new collection launches.
@mango It’s coffee time! ☕️ To celebrate the International Coffee Day, discover the coolest and fanciest spots in Amsterdam with @holliemercedes #CoffeeTime #MangoCommunity #OOTD ♬ original sound – Mango
The key to Mango’s success lies in its focus on global expansion, with its website available in 28 languages and the adaptation of payment, shipping, and return methods to meet the specific needs of each territory. Additionally, as part of its omnichannel strategy, Mango also sells on third-party marketplaces. In this regard, Mango expanded its digital operations in 2023 by partnering with Dafiti, the leading fashiontech company in Latin America and a member of the Global Fashion Group (GFG).
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