Spanish fashion giant Mango has evolved its e-commerce platform to enable the sale of third-party brands starting with Italian lingerie label Intimissimi.
Mango has signed an initial three-year deal with Intimissimi parent Grupo Calzedonia to sell a broad selection of the brand’s garments in six markets including the UK, France, Germany, Spain, The Netherlands and Portugal. Further markets will be added in due course.
The move is part of a wider plan by Mango to use its platform to offer Mango customers more products to suit their needs.
According to Mango’s Online and Customer Director, Elena Carasso, “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.”
Carasso added that “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 was an early adopter of e-commerce in fashion having launched online in 2000, some 10 years before its larger Spanish rival Zara. At the close of 2019, Mango’s online channel achieved a turnover of €564m, representing 24% of total company sales.
Mango’s move comes as many large national and international brands look to create multi-brand online platforms to grow their business. In the UK, Marks & Spencer is set to unveil the first large tranche of third-party brands onto its web platform later this week.
M&S has already begun selling sustainable fashion brand Nobody’s Child and on Thursday it will begin selling brands such as Ghost, Joules, Phase Eight, Hobbs, Seasalt and Finery London. It recently acquired the Jaeger brand from the distressed Edinburgh Woollen Mill group and will also add that to its platform.
These brands will also be available in some M&S stores, but like Mango, the retailer has said it will not be venturing into the sale of a wide selection of third-party brands but only offer those that complement its existing offer and that speak to its customer base.
Global giant H&M has also indicated that it is looking to leverage its online platform by selling third-party brands while British giant Next has been selling third-party brands for a number of years and has stated its aim to expand this side of its business.