A major milestone has been reached by Spanish retailer Mango, which celebrated the opening of its 50th store in the United States last Friday. The new store, located in Washington Square, Portland, Oregon, marks the brand’s continued expansion in America, with plans to open 20 locations this year alone.
This latest opening is Mango’s second store in Portland, following the launch of its Pioneer Place location earlier this year. The store showcases Mango’s Mediterranean-inspired “New Med” retail concept, characterized by warm tones and natural, handcrafted materials, which has resonated well with U.S. consumers.
“Reaching this milestone is an important achievement for the entire Mango team and reaffirms our deep commitment to our U.S. client,” said Daniel López, Mango’s chief expansion and franchise officer. “Opening our 50th company-owned store in the U.S. is a testament to the warm reception of our unique value proposition and to Mango’s ambition in the U.S.”
Mango’s Strategic Expansion in the U.S.
Mango’s journey in the U.S. market began in earnest in May 2022, with the opening of its flagship store on Fifth Avenue in New York and three additional stores in Florida. The company has since expanded its presence across the country, including recent openings in Nevada and New Mexico.
Looking ahead, Mango plans to open a store on North Michigan Avenue, Chicago’s main commercial street, and another in California at Costa Mesa’s South Coast Plaza. By 2026, Mango expects the U.S. to become one of its top three markets in terms of revenue.
Comparisons with Other European Retailers
While Mango continues its aggressive expansion, it is not alone in targeting the U.S. market. Primark, the Ireland-based discount fashion retailer, is also planning significant growth stateside. Since opening its first U.S. store in Boston in 2015, Primark has gradually expanded, focusing on key cities.
Primark has laid out plans to nearly double its store count by the end of 2026, with leases signed in various areas, including El Paso, Texas; Memphis, Tennessee; Hyattsville, Maryland; and Miami, Florida. The company views the U.S. as its next big frontier, having reached a “maturity point” in Europe.
“The US is the number one consumer market. So to be here and to get it right means a lot. But you really need to get it right,”
said Kevin Tulip, president of Primark’s US operations, in an interview with CNBC.
Implications for the U.S. Retail Market
The influx of European retailers like Mango and Primark into the U.S. market underscores a broader trend of international brands seeking growth opportunities in the world’s largest consumer market. This trend could intensify competition among fast-fashion retailers, potentially leading to more choices and better prices for consumers.
As Mango and Primark continue their expansion, they bring with them distinct retail concepts and value propositions that could reshape consumer expectations and shopping experiences in the U.S. market. The success of these brands may also encourage other international retailers to explore opportunities in America.
Meanwhile, the retail landscape in the U.S. is evolving, with a growing emphasis on experiential shopping and sustainable practices. Mango’s “New Med” concept, with its focus on natural materials and warm aesthetics, aligns with these trends, potentially giving it an edge in attracting environmentally conscious consumers.
Looking Forward
The next few years will be critical for Mango and other European retailers as they navigate the complexities of the U.S. market. With ambitious expansion plans and a commitment to innovation, these brands are poised to make a significant impact on the American retail scene.
As Mango opens more stores and Primark continues its expansion, the U.S. retail market is set to become even more dynamic. The success of these ventures will depend on their ability to adapt to local consumer preferences and maintain their unique brand identities in a competitive landscape.