Clothing brand Mango has launched its revamped Mango Style Club loyalty programme in six European countries, part of its efforts to invest in personalised shopping experiences and digital customer engagement.

The programme has launched in the UK, Germany, Austria, Ireland, Italy and Switzerland following its debut in Spain and France last year.

The Spanish retailer said Mango Style Club has been designed to strengthen customer relationships by combining loyalty rewards with exclusive content, services and experiences, while supporting its wider digital and data strategy.

The new scheme introduces three membership tiers: Style Insider, Style Curator and Style Icon, which are designed to reward customers based on both purchases and interactions with the brand.

Members can earn points through activities including shopping, subscribing to Mango's newsletter, recycling garments in-store, collecting online orders, and returning purchases. These points unlock personalised rewards and benefits as customers progress through the programme.

Mango said customer data, including shopping habits and engagement with products and content, will be used to tailor offers, rewards and communications over time.

The new loyalty programme will replace its previous iteration, Mango Likes You, in the six countries, with accumulated “likes” automatically converted to points under the new system. Following its launch in 2019, Mango Likes You grew to more than 42 million members across 16 countries, the company said.

The retailer said the initiative forms part of its broader strategy to create a more connected customer experience across its physical stores and digital channels.

Personalisation has become an increasingly important focus for Mango, whose ecommerce platform now serves more than 120 markets. Online sales account for around one-third of the company's total revenue.

The UK rollout comes as Mango continues to expand its presence in the market. The retailer reported turnover growth of almost 20 per cent in the UK during 2025 and opened more than 25 new stores over the course of the year.

Globally, Mango generated turnover of almost €3.8 billion in 2025, representing year-on-year growth of around 13 per cent, supported by continued investment in both its physical retail estate and digital operations.

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