Mango closes Alter Made less than a year after its launch

Translated by

Roberta HERRERA

In September of last year, Mango

Mango began selling the brand in November 2021 – Alter Made

Initially targeting online sales in selected markets, including Spain, Germany, France and the Netherlands, Alter Made had failed to “achieve the objectives set independently,” according to sources at Mango, as confirmed by Diari Ara.

Conceived as a “sustainability laboratory” meant for experimenting with processes that could later be applied to the Barcelona-based company, Alter Made had set a target of 25 million euros in sales in its first three years in business.

A team of 12 professionals led by Alejandra Mur, Mango Woman

Alter Made landed in the Merci

Alter Made point of sale at Merci Paris – Alter Made

The premium market is undoubtedly one of the segments that raises the most questions among retail brands, which are struggling to raise their brand positioning by elevating the perception of customers accustomed to fast fashion while finding the profitability necessary for the survival of their high-end lines and sustainable ambitions. InditexUterqüe, the Spanish group’s strategy is not to launch a specific brand but to raise ZaraNarciso Rodriguez

Founded in 1984, Mango increased its turnover by 25% to 1.22 billion euros in the first half of the year, exceeding the level of sales recorded before the pandemic. Headquartered in Barcelona, the brand led by Toni Ruiz is present in 110 international markets and, most recently, has diversified its product portfolio by launching lines such as Mango Teen and its new home line.