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Mulberry to focus on full-price stores

British brand Mulberry is to focus on opening exclusively full-price stores as it looks to bolster its bottom line.

Instead of opening any new outlet stores the brand will step up its full-price global expansion and is eyeing stores in France, Germany, the US and Asia, according to the Independent on Sunday.

The brand is searching for another store in London and will also target international airports.

In opening more of its own standalone stores, Mulberry would be able to have more control over pricing, something which is difficult to regulate across wholesale stockists.

In October the company issued a profit warning after a slowdown in wholesale revenues. The newspaper reported however that chief executive Bruno Guillon is expected to explain the warning as a blip as the brand refocuses on the higher end of the market.

Products made in the UK currently make up a fifth of sales, and it is thought Mulberry will increase focus on these products.

The company will look at developing its clothing line too, producing new fashion products to expand its range.

Mulberry will this week reveal its half year results to October.


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