To support its growing e-commerce operations, Mango has appointed Marlies Hersbach as its new e-commerce executive director. Credit: Mango.

The new markets include Angola, Belize, Brunei, Gabon, Gambia, Equatorial Guinea, Honduras, Laos, Mongolia, New Zealand, Papua New Guinea, and Togo, extending Mango’s e-commerce presence to over 120 countries worldwide.

The company’s e-commerce platform, which originally launched in 2000 has been a key driver of its global growth. Mango’s online business surpassed €1bn ($1.11bn) in revenue in 2023, accounting for 33% of the group’s total revenue. This expansion also aligns with the company’s 2024-2026 Strategic Plan, which aims to increase overall revenues to more than €4bn by 2026.

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Middle East and Africa apparel to grow between 2023-2028

In GlobalData’s “Global Apparel Market to 2028,” the Middle East and Africa recorded the weakest growth in 2023, declining 2.1%, as geopolitical turmoil surrounding the Israel-Hamas war ensued.

However, affluent, fashion-conscious shoppers in the UAE and Saudi Arabia held up those markets, growing 6.9% and 4.7%, respectively.

Source: GlobalData

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In 2024, growth is forecast at 2.5%, though this is at risk while the tensions continue. Between 2023 and 2028, the region is expected to grow at a CAGR of 3.4%, driven again by the UAE and Saudi Arabia, which are increasingly attracting more global brands.

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Mango strengthens its online business with a new e-commerce executive director 

To support its growing e-commerce operations, Mango has appointed Marlies Hersbach as its new e-commerce executive director. Hersbach, previously Mango’s international retail director for France, will now oversee the development and execution of the company’s online strategy. Hersbach will focus on leveraging technology, data management, and artificial intelligence to drive further growth in Mango’s digital channels.

Hersbach’s appointment comes as part of Mango’s broader strategy to enhance its digital capabilities and expand its global footprint. Prior to joining Mango in 2022, Hersbach held e-commerce leadership roles at fashion retailers Kiabi and Pimkie.

Elena Carasso, Mango’s online and customer director said: “Our entry into these new countries strengthens our international presence and brings us closer to our customers around the world. Nearly 25 years after launching our online channel, we are now present in over 120 markets, offering our platform in 25 languages.”

In August, GlobalData reported that both Zara and Mango were “stealing share away from H&M” which saw its share of the Spanish market decline 0.4ppts between 2021 and 2023, taking a total of 2.1% of the Spanish market in 2023.