Embark on a journey into the heart of Mulberry, the venerable British leather goods house, as Thierry Andretta, the President and CEO, shares exclusive insights on the LuxurynsightXFashionNetwork podcast. Hosted by Godfrey Deeny, FashionNetwork.com’s International Editor-in-Chief, this episode delves into how Mulberry has become a beacon of British excellence, spreading its artisanal mastery across the globe.
Taking charge in March 2015, Andretta’s mission was clear: «Globalize the brand, extend beyond the UK, and implement a direct-to-consumer strategy.» Formerly reliant on wholesale, Mulberry strategically transformed its approach, bolstering its retail presence and global reach.
Craftsmanship and Digital Evolution
A luminary in luxury leadership, Andretta accelerated Mulberry’s digital evolution, witnessing a substantial surge in e-commerce sales, now constituting over a third of total sales compared to 7% eight years ago. The podcast navigates Mulberry’s 52-year evolution, mirroring the triumphant narratives of global luxury icons.
European Craftsmanship at its Core
To cement Mulberry’s status in luxury leather goods, management strategically spotlights European craftsmanship. Notable investments in manufacturing facilities and a workforce of 600 skilled craftsmen in UK factories underscore Mulberry’s commitment, producing over half of its handbags domestically.
Andretta underscores the longevity secret, emphasizing not only technological advancements but also the brand’s dedication to artisanal training. The apprenticeship program initiated in 2006 has seen talents rise within the company, seamlessly blending tradition with modernity.
Focus on the Circular Economy
Post-pandemic shifts and inflationary pressures have spurred circular initiatives in the fashion landscape. Andretta details Mulberry’s «Lifetime Repairs» initiative, a 35-year-old service restoring 10,000 bags annually, aligning seamlessly with circular and sustainable principles.
The CEO sheds light on the success of the «pre-loved bag program» launched in 2020, thriving in the UK, Western Europe, and the US, with imminent plans for a China launch. Integrated into the Mulberry website, this platform offers a curated selection of handbags at approximately half the price of new items, championing sustainability and accessibility.
While Mulberry ventures into ready-to-wear, leather goods remain the brand’s core, constituting 90% of its business. Andretta reaffirms the brand’s commitment to its core competencies.
In a recent strategic move, Mulberry, owned by Malaysian billionaire Ong Beng Seng and Christina, has opted against Fraser Group’s interest, showcasing astute decision-making amid ownership considerations.
