The company is implementing an ambitious plan to update its stores network. During the first year, it will invest 10 million euros in 42 of its top stores in Europe. The plan is part of the company’s commitment to physical stores.
Mango remains committed to physical stores and today will reopen its Paseo de Gracia store with a renewed image. The store, located at number 36 of one of the prime shopping streets in Barcelona, will be the first in Spain to feature the new store concept the firm launched in Düsseldorf in March, strongly influenced by Mediterranean culture and style. With 1,500 m2 distributed over two floors, the store stocks the Woman and Man lines.
The company has invested 1.8 million euros in the refurbishment of one of its most important flagship stores, a clear sign of Mango’s faith in the importance of the physical channel. In fact, in 2020 the company increased its store network by 43 compared to 2019, taking the total to more than 2,220 stores.
This reopening of the Paseo de Gracia store is the start of an ambitious plan to transform much of the stores network Mango operates in more than 110 countries. In 2021, Mango will update 42 retail outlets located in key European cities, which will entail a total investment of 10 million euros. Spain will be the country where the greatest number of stores will be updated, specifically 18, with an investment of five of the 10 million euro total. This plan will continue in the coming years and will affect much of its total stores network.
Toni Ruiz, Mango CEO, points out that “for Mango physical stores are and will remain essential because they represent a privileged point of contact with our customers. The role of the store is evolving and we believe that there will be stores with plenty of footfall, like the ones we have in Paseo de Gracia, that will play a role that focuses more on inspiration and experience. All our stores will remain essential for expressing the DNA of our brand, and presenting our commercial offer in an optimal way, as well as maintaining and promoting contact with the millions of customers who visit our stores every year.”
The inauguration of the new store concept at the Paseo de Gracia store also coincides with a major milestone for the company: the reopening of its entire stores network, something that has not happened since last autumn and which invites us to think about the approaching return to the new normal.
New store concept: sustainability and comfort
Sustainability and improving the customer shopping experience form the basis for the design of the new Mango store concept.
The store has energy-efficient lighting and temperature control, allowing a 30% reduction in electricity consumption. Furthermore, it includes many sustainable materials, for example, in the furniture and the paint, which is organic. The store also has a Committed container, where customers can deposit used clothing and footwear, in order to collaborate with the Mango and Moda re- project focused on reuse, recycling and waste-to-energy technology.
To improve the shopping experience, Mango has focused on comfort as a key element in the design of the store areas. Consequently, it has provided comfortable rest areas in various zones of the store and has increased the size of the fitting rooms on both floors considerably. In them, customers can adjust the intensity of the lighting and use the charging points for mobile devices. In addition, both fitting room areas also have their own cash desk, so that customers can pay in situ, without having to pass through the main cash desk of the store.
With the same intention of simplifying the customer shopping experience, Mango has improved its omnichannel services by providing a spacious click & collect zone for collecting and returning online orders.The store also has a space in which the collections sold exclusively at mango.com are on permanent display.For the first few weeks, the new Activewear collections will be displayed.
Furthermore, the store is equipped with the pioneering In Store Analytics (Deep Learning) technology which, combined with the RFID technology that has also been installed, will supply data to store staff so they can implement continuous improvement initiatives relating to garment availability, the distribution of collections and in-store browsing, among others.
From an interior design perspective, the refurbished stores feature warm tones and neutral colour bases, which are combined with traditional, artisanal, sustainable and natural materials, such as ceramics, limestone, wood, marble, sparto grass and leather. The customer will feel that the store is inspired by the popular culture of the Mediterranean and by the values of its people: warmth, naturalness, a joyful spirit, generosity, the desire to share unique moments, aspects which are the basis of Mango’s DNA and which are reflected throughout the refurbished store.
The company has selected two areas in the Paseo de Gracia store in which it will display works by different artists related to the brand’s values, in this way sharing its passion for art and culture with its customers.