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Mulberry has welcomed revenue growth across all its markets in the 13 weeks to 27 December 2025, supported by stronger full-price sales during the Christmas trading period.The luxury brand reported higher like-for-like online sales, with digital and ecommerce up 11%, while full-price retail sales rose 19%. The company said the performance came against a “highly promotional” wider retail environment.
Mulberry attributed the results to progress in its revised turnaround strategy, which is focused on simplifying the business, refreshing the brand and making greater use of customer data to inform trading decisions.
The group said it had refocused on the UK market, where total sales rose 3.5% and like-for-like sales increased 6.5%. Full-price sales made up a larger share of online revenue than a year earlier, despite what the company described as more challenging conditions across the broader retail sector.
In the US, Mulberry reported sales growth of 12.7%, while sales in Europe increased by 14.9%. Asia Pacific sales also rose, despite a reduction in store numbers as part of the group’s simplification programme. Like-for-like sales in the region increased 12.2%, helped by demand during the Double 11 shopping festival in November.
Mulberry said the performance reflected a positive response to its current product range as it works to reposition the brand as a British lifestyle label. It added that it had seen renewed engagement from existing customers alongside an increase in new shoppers across both stores and digital channels.
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 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.”
He added: “We remain laser focused on continuing to deliver our strategy and build a sustainable, profitable business for the long term.”
