Mulberry teams up with Farfetch to bolster global omnichannel

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// Mulberry in partnership with Farfetch to bolster international omnichannel strategy
// The partnership means Mulberry will be placed directly in front of a huge global luxury audience
// Farfetch will offer a selection of Mulberry’s signature leather bags

Mulberry has launched a partnership with online luxury fashion retailer Farfetch to strengthen its international omnichannel strategy.

The British luxury retailer said the partnership was “on a global concession basis, enhancing the brand’s direct-to-consumer model and strengthening its international presence”.

Mulberry recently opened a flagship store on London’s Regent Street, but insists its focus remains on expanding its online platform.

The partnership means Mulberry will be placed directly in front of a global luxury audience, and will offer a selection of the brand’s signature leather bags, such as the Amberley collection.

Customers can also shop other ranges such as small leathergoods, ready-to-wear, shoes, and the sunglasses collection.

“Farfetch is the leading global technology platform and this partnership is a significant development for our international growth strategy which will help us to reach our target audience globally,” Mulberry chief executive Thierry Andretta said.

In February, Harrods announced its partnership with Farfetch to Black & White Solutions to offer a new and improved global ecommerce platform, while British luxury retailer Burberry was the first brand Farfetch partnered with.

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