Mulberry is seeking to gain momentum in the Chinese market after posting slow global sales growth in the 10 weeks ending in June.
With just a one percent rise in like-for-like sales, the British luxury leather brand failed to capitalize on the revival in Chinese consumer spending. However, the label is banking on several initiatives in Greater China — a new joint venture, new store openings and effectively leveraging celebrity endorsements — to change course.
In April, Mulberry formed a partnership with its majority stakeholder, Christina Ong’s Challice Ltd., under the name “Mulberry Asia.” The joint venture will set about further expanding the Mulberry brand in the Chinese mainland, Hong Kong, and Taiwan. Mulberry was also busy opening a Shanghai store in April, and in May it opened a Hong Kong boutique. Online, Mulberry has created a Chinese-language site for its e-commerce store.