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Mango accelerates China expansion

Mango is on track to increase its store portfolio in China from 134 to 200 sites by the end of the year, and is targeting to open at least 500 stores in China by 2016.

The privately-owned Spanish womenswear retailer, which last year revealed it is expanding its global footprint at the rate of one new store opening every day, opened a new office in Shanghai a month ago to oversee the expansion in China.

On Saturday Mango also hosted a catwalk show ahead of Shanghai Fashion Week attended by actress Olivia Palermo, who has collaborated on a Mango collection, to help boost brand awareness.

David Sancho, Mango’s vice president of international expansion, China, and head of the new 50-strong Shanghai office, told Drapers: “Our like-for-likes [in China] are up almost 30% this year. I strongly believe China should be in the top three countries [for Mango in terms of turnover] in five years time.”

Mango’s biggest markets are Spain, France and Turkey.

Sancho added that 2.4% of Mango’s global turnover comes from China but that that figure would rise to 4% within the next year and a half, notwithstanding the retailer’s pace of expansion in other countries.

Mango will operate its own stores in key cities such as Beijing and Shanghai “to control the brand”, but is opening stores elsewhere via franchise partners, with one different franchise partner per province.

It does not adapt its collections for the Chinese market but does adapt distribution, for example with a bigger weighting towards smaller sizes.

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