Mango has opened up its website to third-party brands – with the Italian brand Intimissimi the first to sell via the site.
Intimissimi owner Grupo Calzedonia is offering a broad selection of the lingerie brand’s range via the Mango site. Mango says the step, which will initially last for three years in six markets including the UK, enables it to offer its customers a wider range via its own site.
“Our aim is not to become a huge multi-brand marketplace, but to extend our commercial offer alongside brands that are compatible with our positioning,” says Mango’s online and customer director Elena Carasso.
The partnership initially covers Mango’s markets Spain, the Netherlands, Germany, Portugal and France as well as the UK. In due course it is expected to be extended to other markets – while other brands could also sell via Mango’s site.
Carasso says: “The technological ecosystem that has been developed over the last few months in order to market the collections of Intimissimi will allow us to integrate ourselves with other brands by accessing their products and stocks. We will continue to analyse new opportunities that offer our customers added value, while taking great care to ensure their compatibility with the Mango brand, which is one of our biggest assets.”
Mango has traded online since 2000 and in 2019 had an ecommerce turnover of €564m – accounting for 24% of company sales. The Spanish fashion retailer now aims to turn over one billion euros in 2021 – 20 years on from its first online sales. In order to achieve this, its strategy includes hyper-personalisation in areas from search to marketing messages, while also using machine learning to improve the after-sales experience and introducing self-service and automation tools to improve the buying process. It is also focusing on introducing omnichannel services to its franchise stores.