Double Trouble: Will Mulberry’s Lower Priced Collection Restore the Brands Sales?


After the longest recession that we’ve ever experienced, Mulberry announced its plan to release a lower priced collection. This comes as a result of recent declines in sales for the brand. The start of the collection is available now on the Mulberry website.It is comprised of four bags: a tote ($990), a hobo ($1,900), and a long strap shoulder bag in two different sizes ($860-990). They have also added a variety of leather accessories available for under $500.

The main difference between the new bags and the rest of the collection is the signature Mulberry turn lock. Instead, there is a small gold square donned with a Mulberry tree. The brand currently lacks a stable (permanent ) CEO and creative director, so there is no telling which direction the brand will go from here. As reports, Creative Director Emma Hill left the company due to a lack of designer,and she didn’t agree with the direction the brand was headed. Just this March, CEO Bruno Guillon resigned after the decline in sales and receiving a profit warning in January. Will they stick to the lower priced collections to boost sales, or will they return to the once-loved signature bags? Can the new collection boost the sales in time to recover or are they doomed to fall apart at the seams?

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