Mulberry are on a roll. Last year Bloomberg confirmed that the British brand was the best performing fashion house due to the success of their 'Alexa' bag and things seem to be going from strength-to-strength. Today the company announced that they experienced a 54% rise in profits for the year to March 21, taking in £36 million.
The 'Del Rey' bag, which launched last month, has been doing well but the brand still attributes their success to the 'Alexa' but that's not the only thing that's helped. This year they opened a new store in New York and London's Westfield Stratford and also saw sales rise by 30% in Asia.
Recently we reported that Business Week has heralded Mulberry as the best performing fashion house after the success of their much-loved bag, The Alexa, but the question on our mind was what next for the brand and now we know.
Have a look at the Carter - the new bag that we will all be coveted for the next few seasons. The bag has already been spotted on Kate Bosworth and comes with double lock detailing in styles like embossed snake, suede, patent leather and nappa in an assortment of styles and colours all featuring a classic chain handle. "I'm so thrilled with Carter," Emma Hill told Vogue.com. "It's a new family and it's very much Mulberry-girl-grows-up. The autumn/winter 2011 season is a twist on the classically English countryside, and Carter is just the kind of bag that you can take from town to a country-house weekend."
So we reminisced on how the past decade was one of the It Bag, and it seems things aren't going to change any time soon. Our beloved 'Bayswater' is taking a huge step aside as it makes way for the 'Alexa' by Mulberry - the updated slouchy school satchel - inspired by Alexa Chung, of course. "I’ve always carried around a men’s Mulberry briefcase that’s totally battered, and they’ve taken inspiration from that apparently," Alexa revealed at the Mulberry presentation last year.
Since then, we've seen her proudly flaunting her very own Alexa - in Oak and black patent (of which she had commissioned exclusively for herself) - and quite rightly so. Seemingly the Alexa is to become the It Bag of 2010, and so far the favourite choices of colour are the classic Oak, as seen in the latest Mulberry adverts, the black lambskin, and our personal favourite - Ink. Although some of the bags are already instore they won't be displayed until the 11th, and with a waiting list as long as Alexa's legs it seems the new addition will definitely be worthwhile. On your marks, ladies.