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This 94sq m Mango stand-alone outlet is located at Manchester Airport’s completely redeveloped Terminal 1 |
SPAIN. Spanish fashion chain Mango has stepped up its travel retail presence with the opening of a shop at Manchester Airport, bringing its airport store tally to eight.
The stand-alone outlet, located at the UK airport’s completely redeveloped Terminal 1, covers 94sq m and began trading in June, joining the company’s shops in Zürich, London, Madrid, Düsseldorf, Hong Kong, San Francisco and Kuala Lumpur airports.
Up to now, Mango has focused on freestanding stores, but a new strategy is being embarked upon to develop shop-in-shops. This forms part of a concerted policy to develop the brand’s business in the travel retail channel.
“Travel retail is a very small unit but it is a unit we like a lot,” Vice President International Business Development Jose Gómez told The Moodie Report during the TFWA World Exhibition last month. “As a global company we need to diversify into other channels – franchise stores, travel retail and online. Of these, travel retail is the smallest channel but it has great potential for us.”
The shop-in-shop plans – set to be unveiled soon – include corners of smaller dimensions that will be merchandised differently from the stand-alone stores, carrying the brand’s best-selling items with a special emphasis on accessories.
They will cover 20-30sq m and will aim to boost brand visibility, according to Gómez.
For details, contact Helena Marshall Grillo, Travel Retail Manager, tel: +34 93 860 2222, fax: +34 93 860 2251 or e-mail helena.marshall@mango.com
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The store joins Mango airport shops in Zürich, London, Madrid, Düsseldorf, Hong Kong, San Francisco and Kuala Lumpur |
MORE STORIES ON MANGO
Mango fashions a fresh beginning in the US – 21/05/08
MNG by Mango makes US airport debut with HMSHost – 28/03/08
Mango well positioned for Hong Kong Airport debut – 19/02/07
