The denim label Mustang and the textile retailer Adler Modemärkte AG announced the expansion of their existing partnership on Wednesday. As part of the agreement, the presence of the jeans brand in Adler stores will now be significantly increased. “Mustang will be fully listed in the regular departments in March and will receive 20 areas in the coordinates,” the two companies explained in a joint statement. In addition, the range of the label in the online shop will be expanded by Adler.
The retailer says it wants to use these measures to “further sharpen its brand portfolio and round off its range of jeans with Mustang as a strong partner”. The company is “relying on the trend towards more branded and premium products” and is strengthening “its fashion expertise in order to also appeal to younger target groups”.
“We look forward to expanding and deepening this long-standing, good cooperation,” explained Frank Beeck, who is responsible for sales and marketing on the Adler board, in a statement. “With the Mustang collections, we are increasing our denim expertise and opening up our range more in the direction of sporty casual.”
The retailer, which was taken over by the Berlin conglomerate Zeitfracht last year, is currently working on a realignment. As part of the strategy, the role of external brands in the range is to be strengthened, among other things. The company recently announced that the aim is to increase its share of total sales from the current 32 percent to 40 percent.
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