Staff Reporters
Sep 22, 2014

Price, leadership woes hit Mulberry

BRAND HEALTH CHECK: British heritage label’s comeback hinges on celebrity tie-up and new affordable luxury range.

Too rich: Price hikes deterred traditional clientele

Mulberry is desperate for a turnaround after its fourth profit warning earlier this year. Half the brand’s stores are in Asia, but sales are heavily skewed towards Europe and the US, and its China business is feeling the neglect. This is a direct result of price hikes following a switch to higher quality leather in an effort to upscale the brand.

The brand has also been suffering from a leadership crisis. Emma Hill, Mulberry’s...

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