Spanish fashion brand Mango has announced the closure of its independent premium brand, Alter Made, less than a year after its launch. The decision comes as a result of Alter Made’s failure to meet its independently set objectives, according to sources at Mango. The brand had initially targeted online sales in selected markets, including Spain, Germany, France, and the Netherlands.

Alter Made was conceived as a sustainability laboratory for Mango, allowing the company to experiment with processes that could be applied to its main brand. Led by Alejandra Mur, Mango Woman’s former buying director, Alter Made introduced a range of 120 locally produced garments made from sustainable fabrics during its first launch. Despite its promising start, the brand struggled to achieve its sales targets.

As a result of the closure, Mango will integrate the premium model into its existing brand. This means that the company will continue to offer premium products through its recently launched “Selection” collection, which features items such as wool coats, leather trench coats, and silk shirts. The closure of Alter Made reflects the challenges faced by retail brands in the premium market. Retailers must find a balance between brand positioning, sustainability goals, and profitability to meet customer expectations.

Mango’s decision to close Alter Made follows a trend among other fashion brands in the premium market. Inditex, for example, has opted to elevate the brand positioning of Zara through capsule collections and collaborations, rather than launching a separate premium brand. However, Mango’s overall business continues to thrive, with a 25% increase in turnover in the first half of this year, reaching 1.22 billion euros. The brand operates in 110 international markets and has recently expanded its product portfolio with the launch of new lines like Mango Teen and a home line.

For more information about Mango and its latest developments, you can visit their official website here. Additionally, to learn more about the challenges faced by retail brands in the premium market, you can read this article here.