The jeans and lifestyle brand Mustang is expanding its successful cooperation with the fashion chain Adler. With the expansion of the cooperation, Adler Modemärkte AG wants to further sharpen its brand portfolio and round off the jeans range with Mustang as a strong partner. Adler is thus increasingly following the trend towards more branded and premium products. The trading company is also strengthening its fashion expertise in order to appeal to younger target groups.
Mustang will be fully listed in the main departments in March and will receive 20 areas in the coordinates. In addition, Adler is also significantly strengthening the range of Mustang products in the online shop – the company wants to network online and offline sales much more closely in the future. “We look forward to expanding and deepening this long-standing, good cooperation. With the Mustang collections, we are increasing our denim expertise and opening up our range more in the direction of sporty casual,” says Frank Beeck, Adler’s board member responsible for strategy and business development. Rebecca Kavaz, CSO of Mustang, is also optimistic about the partnership: “We look forward to being part of Adler’s realignment and to growing together.”
Expanding fashion expertise is a fundamental part of Mustang’s brand strategy. In January 2022, the presentation of the new brand image and the new brand communication from the autumn/winter season 2022 followed. In addition, the expansion of sustainability, the creation of a unique shopping experience and the increase in performance are on the strategic agenda of the jeans manufacturer.
About MUSTANG
The German jeans and lifestyle brand MUSTANG was founded in Künzelsau in 1932 and is now based in neighboring Schwäbisch Hall. In addition to pioneering spirit and tradition, it is above all innovative power and creativity that still characterize the company and its products today. Almost 600 employees generated sales of 104 million euros in 2019. Jeans and tops for women and men, leather jackets, shoes, belts, bags, underwear and accessories are distributed in 34 countries.
About ADLER
Adler Modemärkte AG is a traditional German company and one of the leading textile retail chains with more than 130 branches in Germany, Austria, Luxembourg and Switzerland as well as an online shop. Adler offers fashion at an optimal price-performance ratio, with the free customer card, customers benefit with every purchase. The company has been part of the Zeitfracht Group since 2021, a third-generation family business with more than 6,200 employees. The group is primarily active in logistics and retail.