The strategic realignment of both companies requires new approaches
Schwäbisch Hall / Düsseldorf, January 4th, 2021 – The jeans and lifestyle brand Mustang and the fashion company C&A will end their long-term partnership on February 1, 2023. Despite the successful collaboration, Mustang will initially leave 303 of the 503 stores on August 1, 2022; in 2023, the collaboration will end completely after four years.
Mustang can currently be found on branded areas in the women’s, men’s and boys’ departments in 503 stores across Europe and in the C&A online shop. “The goal of C&A to address new target groups with Mustang and to round off the jeans range at the top was achieved as well as the planned area productivity”, says Martijn van der Zee, Chief Merchandise and Sustainability Officer C&A Europe.
As part of the strategic repositioning of its European business, however, C&A decided to focus even more on its own brand. “We regret the decision by C&A, but we understand it very well and we wish C&A all the best for the future. At the same time, the upcoming change will also have an impact on our strategy,” said Andreas Baur, CEO of Mustang.
As part of the strategic development of Mustang, the structural and stylistic repositioning of the product began at the end of 2020 and a growth offensive was initiated. Stable double-digit growth in the last pre-order rounds confirms the path we have chosen. In January 2022, the presentation of the new brand identity and the new brand communication will follow from the autumn / winter season 2022.
“Our goal is to inspire younger and more international customers for our denim brand and to increase our brand desirability in order to generate additional growth. In the course of this, we will also expand our middle and upper price ranges to include our wholesale customers and ourselves to offer the opportunity to generate higher average vouchers in our own retail business. We are currently seeing strong demand in the market here, “says Andreas Baur, CEO of Mustang. In addition, the expansion of sustainability, the creation of a unique shopping experience and increased performance are on the agenda of the Mustang strategy.