Mulberry are on a roll at the moment. From their unsuccessful blip into premium luxury, a few years ago, they have gelled well with their creative director, Johnny Coca and are evolving what Mulberry does best and seemingly giving their customer what they want. Bar the hit from House of Fraser, sales and profits are up.
Today, sitting across from that other dominant British brand, Burberry, and in the old Austin Reed store on Regent Street is the new Mulberry global flagship store: 100 Regent Street.
Designed by Faye Toogood, the stores consists of a ground floor and basement floor. The shop design is inspired by the painterly qualities of British landscapes with strong, but simple geometric forms. The top area feels quite cold and sparse with a blue sea scape and concrete finishes dominated by accessories.
Downstairs, on a smaller footprint, there is a cosy, warm carpeted space with glossy pink plaster walls. Mirrors move to reveal jewellery and smaller accessories, while rattan covered benches are in the generous changing rooms. Cute details like English pottery jugs and Georgian figurines are juxtaposed with quilted bags, shoes and ready-to-wear.
Mulberry has developed the ‘Tulip’ app to allow a till-less and easy payment system linking directly to their online store, so the full worldwide collection is available at all times. The app also syncs with the Apple Watch.
Click & Collect is available, plus a two-hour same-day delivery service across central London. Footfall technology allows Mulberry to see the most popular areas within the new store and where to deploy staff.
To celebrate the flagship’s launch, Mulberry has created an exclusive collection of the newly introduced ‘Harlow’ design. The current Mulberry is more a Regent Street brand, so it’ll be interesting to see whether they keep the Bond Street store if this proves as popular as it should be.