Mulberry launches as Farfetch concession partner
UK luxury brand Mulberry has just announced a new global partnership with Farfetch to support its international omnichannel strategy. The company has been opening major new physical stores recently (such as its Regent Street flagship) but online remains a key part of its growth strategy.
The company said it’s partnering with the giant luxury e-tail platform “on a global concession basis, enhancing the brand’s direct-to-consumer model and strengthening its international presence.” The arrangement starts on Thursday.
More brands are linking directly with Farfetch to further their web sales, rather than just seeing their brands sold through the large number of luxury stores that make their inventory available via the site. Fellow British luxury label Burberry was the first brand Farfetch partnered with on this basis and Burberry has since said it’s extremely happy with the results.
For smaller peer Mulberry, it could be transformational, putting the brand directly in front of a huge global luxury audience.
The Mulberry offering on Farfetch features a selection of the brand’s signature leather bags, such as the bestselling Amberley collection. The platform’s customers can also shop its lifestyle ranges including small leathergoods, ready-to-wear, shoes, soft accessories and the recently introduced sunglasses collection.
Thierry Andretta, Mulberry CEO, said: “Farfetch is the leading global technology platform and this partnership is a significant development for our international growth strategy which will help us to reach our target audience globally.”
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