Mango appoints new e-commerce CEO, expands operations | kbnmart

In line with its strategic plan for 2024-2026, Barcelona-based fashion company Mango is restructuring its management team and expanding its market reach. Marlies Hersbach, previously Director of International Retail, has been appointed as the new CEO of e-commerce. She will report to Elena Carasso, Mango’s Director of Online and Customer Relations.

Hersbach, who holds a degree in French language and culture from Utrecht University, first joined the Catalan company in 2022 as director of international retail, a position now held by Yann Bayon. Previously, the CEO held key roles in the e-commerce sector at companies such as Kiabi and Pimkie. In her new role, she will develop, lead and implement Mango’s online business strategy.

As part of this strategic initiative, Mango also plans to expand its online channel to 12 new markets, primarily in Africa. This expansion will enable Mango to offer its products in countries such as Angola, Belize, Brunei, Gabon, Gambia, Equatorial Guinea, Honduras, Laos, Mongolia, New Zealand, Papua New Guinea and Togo.

Speaking about Mango’s strategic move, Elena Karasu noted, “Mango’s entry into 12 new countries strengthens our international focus, taking our unique value proposition and passion for fashion to new markets. Since the pioneering beginnings of our online channel, our goal has been to reach a global audience, bringing us closer to our customers.” She added, “Now, nearly 25 years after launching our online channel, we are present in over 120 markets worldwide, with an online sales channel available in 25 languages.”

Mango is currently undergoing a major leadership reorganization as part of its ambitious growth plan aimed at enhancing its differentiated value proposition through advanced technologies, data management and operational excellence. In July, Mango announced the appointment of Doris Casares as its new Director of External Communications, Corporate Relations and Public Affairs.

The Catalan company was founded in 1984 by Isaac Andic, launched its website in 1996 and entered the e-commerce market in 2000, becoming one of the pioneers of online commerce in Europe. Today, Mango has a global presence in more than 120 markets.

On the financial front, the Barcelona-based company reported revenues of €1.543 billion in the first half of the current fiscal year, up 6.3% on the same period last year. In fiscal year 2023, its online business generated more than €1 billion, representing 33% of the group’s total sales.

Looking ahead, Mango aims to close 2026 with record revenues of €4 billion and add 500 new stores.