Mulberry, a British leather brand, has recently said it will set up distribution centers in China in 2018 to expand business and speed up delivery. About 55% of the brand’s products are made by two factories in Western England, and production bases in Italy and Spain in the future. Thierry Andretta, CEO, said that in addition to accelerating overseas sales expansion, the brand will also attract more young consumers by updating product design and marketing strategies.
It is reported that since last year, Mulberry began to focus its attention on the Asian market, set up joint ventures in China and Japan, and opened new stores in Shanghai and Hongkong to further optimize online businesses. In Europe and North America, the focus of development is to improve the conversion rate of existing stores and expand new stores at the same time as the refurbishment.
At the beginning of December 2016, Mulberry and the largest shareholder of Challice Mulberry Co. Ltd (Asia) Limited company, is mainly responsible for the mainland, Hongkong, Taiwan and other Chinese in the Greater China region of business development, and will open 4 stores in China, improve online and offline full channel network. Mulberry invested 2 million pounds to control Mulberry (Asia) Co., Ltd. 60% of the share capital, and estimated that the new company would lose money in the first two years of its establishment, and it will be profitable in third years.
Last July, Mulberry decided to upgrade with the Japanese fashion retailer Onward Holdings Co.Ltd. en Jawad retailers group cooperation, and the latter’s Onward Global Fashion Co.Ltd. shares accounted for half of the establishment of the joint venture company Mulberry Japan Co., to replace the original distribution agreement. The Tokyo based Mulberry Japan Co. will begin from the end of operation, the Mulberry brand in Japan, e-commerce retail and wholesale distribution, Mulberry Group PLC Mai baoruitong will invest 2 million 800 thousand pounds.