Mulberry aims to turn around its sales woes

A new strategy and new creative director are hopefully what it takes to relieve Mulberry from its sales woes.

The British accessories brand has seen some small signs of recovery with growing international sales and a increase in its online sales in the past two months.

For the first half of the year Mulberry saw its wholesale drop 31 percent to 19.6 million pounds, the company is hoping its trading through Christmas and January will narrow its losses.

Mulberry is hoping 2015 will be a new beginning for the brand, ahead of the arrival of Celine’s Johnny Coca as design chief next summer. It has suffered a bruising period in the last year as designer head Emma Hill left and customers decided the pricing strategy of its former management CEO, ex-Hermès executive Bruno Guillon, was too high.

Guillon had hoped to elevate the brand by retailing bags over 1000 pounds, however the Mulberry customer is more used to paying between 500 and 800 for its bags.