MANGO store in Israel (archives)
צילום: זאביק דרור יח"צ
MANGO men's line coming to Israel
Spanish fashion brand's HE men's collection to enter two Tel Aviv MANGO stores next week. Holder of franchise rights says plans to bring brand to all 26 stores in Israel in about two years
Elbit Trade and Retail Ltd. will be launching a MANGO menswear collection under the brand HE by MANGO next week. The collection will initially be marketed in the MANGO store at the Azrieli Center Mall and in the fashion brand's flagship store in Dizengoff Center, both in Tel Aviv.
The company CEO in Israel, Arik Ben Zino, said that in the next stage, the brand will be brought to all 26 MANGO stores in the country. "Bringing the men's collection to all the chain's stores will take about two years," he said.
MANGO's mens collection was launched around the world three seasons ago, and the HE stands for Homini Emerito, Latin for ''a man who is successful due to his merit". The collection, which carries a unicorn logo, caters to young men and offers casual/urban trends.
While the brand is sold separately in six stores around the world, the collection can also be found in some 100 MANGO stores worldwide. In Israel the men's collection will be sold in designated areas in the women's stores.
By September, the furniture meant for the HE section should arrive in Israel. "We may open separate stores for men in the future, but this will be done according to the product's development and the HE concept abroad," Ben Zino said.
Since the brand will not be available at all MANGO sales points in Israel, it will not receive its own advertising campaign, and will only be mentioned in ads for the new MANGO collection.
Elbit Trade and Retail purchased the franchise rights of the Spanish fashion brand four years ago, for the amount of NIS 3.8 million (about $1 million). At the time, the chain ran eight stores, and it now operates 26 branches around Israel.
