MUSTANG expands presence at C&A from 60 to 740 sales areas
Test phase successfully completed earlier than anticipated!
14 March 2019, Künzelsau/Düsseldorf - MUSTANG and C&A are expanding their partnership. A test phase started in October last year with the denim specialist’s bestseller Basic products on around 60 premium zones of the fashion retailer's premises has been concluded with great success and ahead of schedule. By the end of the year, a further 340 C&A stores with 680 MUSTANG areas - both for ladies’ and men's ranges - are to be opened.
For three months, MUSTANG had presented itself at C&A's top 60 premium stores in Germany, Belgium, the Netherlands and Austria. Customers reacted very positively to the extended range of brands in the C&A stores. Now the partners build on this success. By the end of quarter three 2019, a further 340 C&A stores will add a total of 680 MUSTANG spaces. "The test phase exceeded our expectations. We were able to successfully reach and inspire many customers who value brand jeans. We are delighted with the successful start and the growing partnership between MUSTANG and C&A," says Andreas Baur, CEO of MUSTANG.
Mohamed Bouyaala, COO & Strategy and Member of the Extended European Executive Board C&A Europe, is also very satisfied: "With MUSTANG, we have successfully implemented a strong premium brand on our premises within a short period of time. We are still convinced of the strategic direction. It will enable us to tap into new target groups and further strengthen our position in the jeans market in the future.”
Expansion and optimisation of the MUSTANG range will be evaluated regularly
By the end of March, 190 C&A branches will receive a total of 380 areas with styles and articles from the regular MUSTANG collection. A further 150 stores and 300 spaces will follow by the beginning of September. The expansion will also include more countries and strengthen MUSTANG's international positioning and expansion. The separate sales areas for ladies’ and men's ranges will be twelve square metres in size. Eight of the most successful jeans fits will be offered in different washings. The range will be supplemented by various logo T-shirts from the denim brands.
The existing MUSTANG spaces in the 30 C&A stores will remain. Going forward they will also serve as test areas in order to assess the continuous expansion and optimisation of the product range.
Felicitas Gutjahr, PR & Communication Manager
Tel.: +49 (0) 79 40 125 151
Mobile: +49 (0) 175 58 02 189
Thorsten Rolfes, Head of Corporate Communications C&A Europe
Tel.: +49 (0) 211 9872 2749
Mobile: +49 (0) 172 20 20 023