Mulberry, the renowned UK luxury brand, celebrates its 50th anniversary with the launch of its new Made to Last Manifesto. CEO Thierry Andretta explains that the manifesto aims to establish a supply chain that emphasizes sustainability and lifetime service, from farm to finished product. This initiative builds on Mulberry’s history of repurposing offcuts and remnants from the shoe leather industry. To kick-start this new vision, Mulberry introduced the Portobello bag, crafted from 100% sustainable leather, which quickly sold out online within 48 hours, affirming the brand’s alignment with customer demands.
In addition to the manifesto, Mulberry has unveiled Mulberry Exchange, a platform that facilitates the matching of restored bags with new owners, thus promoting a circular economy. With over 10,000 bags repaired and successfully sold on platforms like eBay each year, Mulberry is making strides in sustainable fashion. The brand has also formed collaborations with regenerative farmers in their effort to reduce carbon emissions in the leather sourcing process. Through partnerships with the Scottish Leather Group and Muirhead, Mulberry plans to introduce locally sourced farm products to its lineup later this year.
Andretta further emphasizes Mulberry’s commitment to using the world’s lowest carbon leather and their exploration of alternative materials like mushroom leather. Despite the rise in popularity of vegan leather, Mulberry believes that there is still room for improvement in its quality. Andretta, leveraging his extensive luxury industry experience, highlights the brand’s strong digital growth, with online sales accounting for over 50% of total sales in the first half of the previous year.
While the pandemic has posed challenges, Mulberry has managed to achieve positive growth in digital sales. Although the brand’s financial details are currently undisclosed, it has seen sales reach approximately £165 million in 2019. Moreover, the acquisition of a 37% stake in Mulberry by Mike Ashley’s Fraser Group is seen as a vote of confidence in the company, according to Andretta.
Looking ahead, Mulberry plans to expand its presence in Asia, particularly in China, as international travel restrictions persist. Though most of the brand’s stores have gradually reopened, there are still closures in France and Norway. Recently, Mulberry opened a new store next to Fendi in the South Coast Plaza, the largest shopping center on the West Coast of the United States. Andretta predicts that when Chinese consumers resume travel, they will be driven more by cultural experiences rather than shopping.
Mulberry’s Made to Last Manifesto exhibits its unwavering commitment to sustainable and responsible practices within the luxury fashion industry. By centering their efforts on a circular economy, regenerative farming, and carbon reduction, Mulberry aims to make a positive impact on the planet while providing its customers with high-quality and enduring products. With its long-standing heritage and innovative approach, Mulberry continues to evolve and set the bar for sustainable luxury practices.
Links:
1. Mulberry’s Responsibility
2. Mulberry’s Enduring Craftsmanship
