US department store retailer JCPenney is jumping on the European fast fashion bandwagon after teaming up with Spanish firm Mango to launch an exclusive brand in its stores called MNG by Mango.  

The Plano, Texas-based retailer says the tie-up gives shoppers “a new, exciting reason to shop early and often,” and that the new shops-within-a-shop transforms its contemporary offer.

“Contemporary apparel for women is our fastest-growing category and we believe the launch of MNG by Mango at JCPenney – with its standout shop-within-a-shop experience and constant flow of fresh new merchandise – will allow us to create a sense of discovery for our customers every time they shop, allowing us to grow our market share,” explains Liz Sweney, JCPenney’s executive vice president and senior general merchandise manager.

A key feature of the new range will be the arrival of new merchandise at JCPenney twice a month – twice as fast as the retailer’s other brands.

Mango is Spain’s second-largest fashion export behind Zara, and operates 1,500 stores around the world. Its turnover in 2009 was EUR1.48bn (US1.9bn).

The deal with JCPenney extends its reach to 77 stores across the US from autumn 2010, with plans to expand into 600 of the retailer’s 1,107 stores by autumn 2011. It will also be available online.

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The new line will be presented with the look-and-feel of a standalone Mango store, and will include career and casual women’s sportswear as well as handbags, accessories and footwear, priced from $9.90-$19.90 for a tee to $59.90-$159.90 for a jacket.

MNG by Mango expands JCPenney’s exclusive brand line-up which currently includes Allen B, I Heart Ronson and Bisou Bisou.