Mulberry bets on Gunwharf Quays pop-up to boost its comeback
Mulberry is heading to Britain's south coast this autumn with a pop-up at Gunwharf Quays, opening 16 October. The temporary store will showcase a curated selection of the brand’s signature leather goods, from the Bayswater and Alexa handbags to smaller accessories ahead of the festive season.
For Mulberry, this move is about more than seasonal trading, it’s a strategic pivot in the brand’s ongoing turnaround plan under CEO Andrea Baldo.
After a challenging year in which revenues fell 21% to £120.4 million and pre-tax losses widened to £23.7 million, Mulberry secured £20 million in fresh capital from its largest shareholders, Challice and Frasers Group, providing the brand with the breathing room to refocus on its core strengths. James France from Frasers will also join the board, signalling deeper involvement from its backers.
Baldo’s strategy, dubbed Back to the Mulberry Spirit, prioritises simplification, profitability and a refreshed brand identity. Since taking the reins, the team has closed underperforming stores, streamlined operations and concentrated on key markets. The Gunwharf Quays pop-up fits neatly into this plan: a temporary, curated retail environment that highlights the brand’s iconic products in high-footfall locations.
The move marks also another step in Landsec’s ongoing push to elevate Gunwharf Quays’ retail mix. The destination, which has seen sales climb 11.2% year-on-year between April and June, continues to attract shoppers seeking luxury names at outlet prices.
Pablo Sueiras, Head of Retail & Hospitality Leasing at Landsec, said: "We’re focused on elevating Gunwharf Quays as a destination for premium brands, and introducing Mulberry to The Avenues is a testament to its growing appeal.
"With consistent high footfall and our ongoing investment programme enhancing the surroundings, we’re creating the ideal environment for brands to connect with guests. We are seeing continued rise in demand for elevated experiences, and this pop-up is perfectly placed to cater to that trend."
