Mulberry is thus in scholarship 533 million pounds

Mulberry was long a familiar name of the victims of the mode. Now, also the British manufacturer of bags of luxury that scrambles including the clientele of emerging countries has emerged as a star of the financial community. It already sees in him a new Burberry, an also sleeping brand become the luxury British spearhead. "The parallel is very flattering, even if we are two different companies and we are only at the beginning of our international development," explains the "Echos" Godfrey Davis, CEO of Mulberry.

The results are all impressive. Turnover rose from 25 million pounds in 2004, the first year with Godfrey Davis at the controls, to 72 million for the year ended March 31, 2010. In the first half of the current year, sales have gained 38 percent, to 45 million, and profits before tax tripled to 4.7 million, or almost the same amount as all last year.

The stock market wrap. Since last March, the Mulberry stock describes an exponential curve, from 200 to more than 950 pence pence. Mulberry is thus in scholarship 533 million pounds. It is still far from the 4.9 billion capitalization of Burberry, but at this rate...

Philip Dorgan, Altium Securities analyst, expects profits of 15 million this year and believes that the brand will become "real world". As much as Godfrey Davis, the acquisition of market shares should offset any slowdown in the luxury market, currently booming.

A three step plan

To wake up the British brand founded in 1971 in Somerset, Godfrey Davis followed a three step plan: "rejuvenating the portfolio of products was not very exciting, building a profitable activity in the United Kingdom and deploy international", he explains. Known for its good bags chic good kind, Mulberry has modernized its classic, relaxed its leather and varied colours. The biggest recent success is the Alexa range, model and television presenter Alexa Chung, noticed one day with a Mulberry vintage men's bag. This line, inspired by the classic Bayswater, is now the best sale of handbags, which represent 60 of the revenues of the group.

Under the direction of designer Emma Hill, Mulberry hope that this success will boost the sales of other accessories such as scarves and gloves. A range of ready-wear for women exists, which represents 4 of the sales of the group. "But the accessories should continue to represent the essential," says Godfrey Davis. An important distinction from Burberry.

The United Kingdom sales represent 71 of the total, against 77 last year. But there is little doubt that they are drawn upward by the customer of the emerging countries for which the centre of London is a second House and who is not afraid to pay at least 800 pounds a bag Alexa. One of the great satisfaction of Godfrey Davis is to see how fast other clients that British adopt its mark. The openings of stores abroad therefore multiply since 2007-2008. Stores in Hong Kong, South Korea and the Qatar are open. Also in Paris, Mulberry is another great location in the District of Saint-Roch. These ambitions can only give satisfaction to the owners of Mulberry: the Bank Havilland, the Luxembourg, 25, and Chalice, the society of the billionaire Singapore Christina NGOs, to 58.