Johannesburg, South Africa: Edcon has announced that MANGO will be introduced in Edgars from February 2013.
Opening its first store in Barcelona’s Passeig de Gràcia in 1984, the MANGO brand, whose impressive global list has over2,400 shops in 107 countries, will soon add concession stores in key Edgars retail spaces across South Africa.
This move forms part of the solid relationship being established between Edcon and the House of Busby that is centred on a common strategy of delivering international brands, such as MANGO, to a wider target audience. Jürgen Schreiber, CEO of Edcon, said, “The collaboration with the House of Busby, which follows the recent introduction of TopShop into South Africa, is a continuation of one of our key strategies, which is aimed at enhancing our brand offering to customers.
In addition to the existing standalone MANGO stores, which Busby will continue to run separately, Busby and Edcon will jointly roll out MANGO through the store-in-store concept within Edgars. From February 2013, MANGO will initially be available in Edgars’ branches of Sandton, Fourways, Church Street and Clearwater. Mr Schreiber added, “The longer term roll-out plan is that by the end of 2013, MANGO will be available in a significantly larger number of Edgars’ stores across the country.
Each store-in-store area will replicate the standard MANGO design, creating a neutral tone and material-based environment as the perfect backdrop for the apparel to take centre stage. Edgars’ customers will have access to the same on-trend apparel, which is available in the stand-alone MANGO stores. The MANGO collection will continue to honour the brand’s commitment to providing a quality product in accordance with the latest fashion trends and affordable prices.
Mr Schreiber concluded, “With our “Thank U” loyalty programme, Edcon now has the largest retail customer database in South Africa, which enables it to provide customers with relevant offers across its suite of retail and financial services products. This programme benefits customers in that they can earn points as well as shop on credit while purchasing their favourite brands, such as MANGO”. The Thank U card benefits and credit will only be available in the MANGO store-in-store format.
As Spain’s second biggest fashion export company, MANGO represents the perfect match for South Africa’s premium department store. Its alliance with Edgars will allow for greater accessibility to a wider market of customers, while ensuring that its brand integrity and on- trend fashion offering remain intact.