Mango appoints former Estée Lauder exec as new Brand Director

Mango has appointed Sara Donninelli as its new Brand Director and a member of its Management Committee to strengthen its brand and distinctive value proposition.

Donninelli will join the company in the coming weeks and report directly to President and CEO Toni Ruiz. According to Mango, the appointment aligns with its ongoing strategic priority to strengthen its brand and distinctive value proposition, as the brand looks to deepen its relationship with customers and drive greater brand recognition and loyalty.

This marks Donninelli's first move into the fashion industry, following a 20-year career in the fragrance and cosmetics sector, where she specialised in brand building and luxury portfolio growth across fragrances, makeup and skincare.

Before joining the Spanish fashion brand, Donninelli served as Senior Vice President and Global General Manager at The Estée Lauder Companies, leading brands such as Kilian Paris and Editions de Parfums Frédéric Malle, and driving their international development and global positioning.

In various senior leadership roles at Coty, she worked with brands such as Calvin Klein and Tiffany & Co. Prior to this, she spent seven years at L’Oréal managing product and brand strategies for the likes of Diesel, Ralph Lauren, Maison Martin Margiela, Stella McCartney, and Biotherm.

Sara Donninelli said: "It is an honour to join a company with the trajectory and ambition of Mango. After years holding leadership positions in luxury brands, I take on this challenge with the enthusiasm of bringing my global and strategic vision. My goal is to enhance the brand’s unique DNA and continue elevating its value proposition to connect emotionally with our community around the world."

Earlier this month, Mango reported annual sales of €3.8 billion (£3.3 billion) for 2025, up 13% from the previous year, reflecting its successful growth strategy. The brand opened more than 25 stores across the UK in 2025, including in London, Ireland and Scotland, and plans to continue expanding its retail network in 2026, with 15 additional stores planned. Total stores in the UK now exceed 100.