Lifestyle brand Mulberry saw sales rise across all of its markets in its third quarter results.
The luxury retailer’s group LFL sales in digital and ecommerce grew 11% for the 13 weeks to 27 December, while retail full-price revenues increased 19%.
Mulberry said the strength of its performance reflected the group’s ongoing delivery of its new strategy, which was “focused on simplifying the business, refreshing the brand, and more fully leveraging customer insights”.
Also, Mulberry said there was a refocus on the UK market and customer, with total sales in the region climbing 3.5%, with LFL revenues up 6.5%.
In the US, sales jumped 12.7%, while revenues in Europe grew 14.9%. In Asia Pacific, sales also nudged up 0.8%, and LFL revenues in the region rose 12.2%.
Related Story
Mulberry CEO Andrea Baldo 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 business also said its performance was driven by a “strong customer response” to its differentiated product range, at a time when it had been “realigning Mulberry’s identity as a British lifestyle brand, and reinvigorating its cultural relevance”.
It also noted that the trading period was underpinned by its “full price sales mix and newness” as well as its “positive customer response to ‘the right product, at the right price’ strategy”.
Baldo added: “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.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
