Full-price retail sales increased 19 percent despite a highly promotional broader market, driven primarily by stronger digital and e-commerce performance reflecting greater product novelty and sharper pricing architecture.
Mulberry Group posted a strong third quarter to December 27, 2025, with total sales increasing by 5.3 percent and LFL retail and digital sales increasing by 11 percent, driven by strong festive demand and a higher full price mix. Full price sales increased by 19 per cent, with growth in the UK, US and Europe, reflecting a positive customer response to its 'Back to the Mulberry Spirit' strategy.
In the UK, total retail and digital sales rose 3.5 per cent, with LFL growth of 6.5 per cent, as Mulberry's renewed focus on its domestic customer drove a greater proportion of full-price online sales. The United States achieved accelerated growth of 12.7 percent, while Europe (excluding the United Kingdom) recorded a 14.9 percent increase, supported by a 27.2 percent increase in LFL sales, Mulberry said in a press release.
Asia Pacific sales rose 0.8 per cent overall, even as the group continued to right-size its stores, with LFL sales rising a solid 12.2 per cent following a strong double 11 festivals in November 2025.
The group said the performance reflects its strategy to simplify the business, refresh the brand and better leverage customer insights, helping Mulberry reconnect with its core audience while attracting new shoppers through physical and digital channels.
“We have delivered a strong performance over the festive period. While there is still much to do, it is encouraging to see early signs of our 'Back to the Mulberry Spirit' strategy. We have maintained disciplined cost control, whilst at the same time increasing full-price sales by having products that resonate at the right price,” he said Andrea Baldo, CEO of Mulberry Group.
He added that the growth across all regions shows that Mulberry products are resonating globally as the brand rebuilds its cultural relevance. “The response to our Christmas campaign has been in line with expectations, with particularly strong demand for the Roxanne, the Hackney and the continued resurgence of the Bayswater,” added Baldo.
Mulberry enters the final quarter of its financial year, which runs from January to March 2026, with what it described as good momentum, as it continues to pursue its goal of building a sustainable and profitable luxury lifestyle brand, the statement added.
Fiber2Fashion News Desk (SG)
