Exceptional results prompt MULBERRY management to consider brand extension
Extending the brand name is a “classic strategy,” which Mulberry has considered, said Chairman and Chief Executive Officer Godfrey Davis in a telephone interview last week. The management wants to wait until Mulberry has sufficient presence worldwide, and it’s “approaching that critical mass,” he said.
The company is keen to keep its English identity and is adding 50 staff to its factory at Chilcompton, England, to keep the number of bags made in Britain at 30 percent, Davis said.
Mulberry posted a 42 percent increase in retail sales at stores open at least a year for the 10 weeks to June 4, the company said last month. Overseas revenue for Mulberry, more than doubled to 40.5 million pounds for the year ended March 31.