Mulberry grows festive sales as new strategy gains traction
Mulberry has increased its third quarter total sales by 5.1% and its like-for-like sales by 11% as its new strategy gains traction.
In the 13 weeks to 27 December, the luxury brand delivered revenue growth across all markets as it focused on full-price sales in the lead up to and during the festive period. This resulted in full-price sales climbing by 19%.
Subscribe to TRBLooking at the UK, total and like-for-like sales increased by 3.5% and 6.5% respectively with full-price accounting for a larger proportion of the sales mix online than the prior year.
In the US, total sales growth accelerated to 12.7% while sales in Europe increased by 14.9%.
Sales also rose in Asia, with a small uplift of 0.8%, despite the continued right-sizing of Mulberry’s store estate. Like-for-like sales in the region climbed by 12.2% following a strong response from customers to the Double 11 shopping festival in November.
Meanwhile, like-for-like sales in Europe and the US rose by 27.2% and 12.6% respectively.
Andrea Baldo, chief executive of Mulberry, said: “We have delivered a strong performance during the festive period. While there remains plenty more to be done, it is encouraging to see the early signs of our ‘Back to the Mulberry Spirit’ strategy delivering. We have maintained disciplined cost control, while at the same time growing full-price sales by having products that resonate at the right price.
“The growth in sales across our markets show that our products are resonating with customers around the world, as we continue our focus on re-invigorating Mulberry and injecting creativity back into an iconic brand so many people know and love. The response to our Christmas campaign has been in line with expectation, with particularly strong demand for the Roxanne, the Hackney and the continued resurgence of the Bayswater.
“I’d like to thank my colleagues whose hard work ensures we enter the final quarter of our financial year – Jan to March 2026 – with good momentum. We remain laser focused on continuing to deliver our strategy and build a sustainable, profitable business for the long term.”
