Mulberry has announced a strong trading performance for the 13 weeks to 27 December 2025.
During the period, the Group delivered revenue growth across all markets, with a successful focus on full-price sales in the lead up to and during the festive period, against a highly promotional wider retail market. As a result, Group LFL sales in Digital & eCommerce were up 11 per cent, with Retail full-price sales rising by 19 per cent.
The strength of this performance reflects the Group’s ongoing delivery of its new strategy – focused on simplifying the business, refreshing the brand, and more fully leveraging customer insights.
As part of the strategy, there was a refocus on the UK market and customer, and total sales in the region were up 3.5 per cent, with LFL up at +6.5 per cent. Within this, full-price was the focus, and delivered a larger proportion of the sales mix online than the prior year, amid a backdrop of more challenging growth in the broader retail market. This indicates the product is resonating positively with the UK consumer. In the US, Mulberry achieved sales growth of 12.7 per cent, while in Europe sales increased by 14.9 per cent. In Asia Pacific, LFL sales were up 12.2 per cent following a strong response to the Double 11 shopping festival in November 2025.
Andrea Baldo, CEO, Mulberry commented: “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 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.”
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