Mango kids marks a decade and boosts sales to 200 million euros
Roberta HERRERA
Launched in 2013, Mango
“The birth of the line marked a turning point in the company that allowed us to inspire and bring our passion for fashion to children and teenagers, consolidating a global offering that caters to all segments, from women, men, children, and teenagers,” said Berta Moral, director of Mango Kids, regarding the origins of the children’s offering of “quality garments at affordable prices.”
650 points of sale and a presence in 70 markets
Initially sold in Mango stores in several countries like Spain, Turkey, or France, with spaces ranging from 70 to 100 square meters, the category soon evolved to establish its standalone stores in the second half of 2013. By the end of June, Mango Kids (along with Mango Teen) boasted over 650 points of sale spread across more than 70 markets, supported by a robust online presence.
In terms of revenue distribution in 2022, sales from physical retail stores contributed significantly, accounting for 53% of total sales, reaching 108 million euros. On the other hand, the online channel increased its activity to 97 million euros.
The children’s offering includes everything from everyday clothing, footwear, accessories, and underwear to formal event looks, as well as a range of sizes from newborn to size 14. Mango Teen takes over before teenagers venture into the company’s adult offering under the leadership of Toni Ruiz.
Designed at the company’s headquarters in Barcelona, the line has its own team of 70 people, a number that has quadrupled since its launch 10 years ago. This department is in charge of the different product lines and has its own coordination, distribution, and purchasing structure.
In June of last year, the line introduced its new store concept, Kids Lab. This initiative aims to “generate low environmental impact” and aligns with Mango’s larger boutique concept, its new Mediterranean boutique concept, ‘New Med
This concept has already been introduced in the recently renovated Paseo de Gracia store in Barcelona, the highest-grossing point of sale for its children’s line. This establishment includes, for the first time, a recreational and educational area for children.
Founded in 1984 by Isak Andic
