The luxurious purse maker Mulberry is aiming to boost its profile with youthful buyers with a sequence of music gigs in pubs after falling to a Â£5m loss.
The Somerset-based firm mentioned it was investing within the UK market with occasions in London pubs together with the Betsey Trotwood in east London and the Prince of Peckham in south London, with free tickets to be made accessible by the occasions app Cube.
The occasions will mix up-and-coming bands together with Yak and Rosie Lowe, DJ units from New Discovered Kind and Basis.fm alongside scotch eggs, sausage rolls, pints and a quiz. A launch occasion attracted celebrities together with Rafferty Regulation, son of the actor Jude Regulation, and the mannequin Kelvin Bueno.
â€œWe’re partaking social networks to generate visitors in shops,â€ the chief government, Thierry Andretta, mentioned.
Mulberryâ€™s techniques echo related strikes from the British model Burberry, which additionally labored with comparatively unknown bands in its Burberry Acoustic periods to assist construct credibility among the many under-40s.
Mulberryâ€™s transfer to draw youthful buyers comes after it dived Â£5m into the pink within the 12 months to 30 March, from a Â£6.9m revenue the earlier 12 months, because it took a success from disruption at Home of Fraser.
Mulberry has closed 4 concessions and was pressured to jot down off Â£2.1m in dangerous money owed when the ailing division retailer fell into administration final 12 months.
Home of Fraser has since been purchased by Mike Ashleyâ€™s Sports activities Direct and Mulberry mentioned its remaining concessions have been buying and selling â€œbeneath earlier rangesâ€ and the chainâ€™s future remained unsure.
The purse modelâ€™s annual gross sales fell 2% to Â£166.3m, led by a 6% fall within the UK amid poor buying and selling at Home of Fraser and a wider slowdown within the British retail market. On-line gross sales rose 27%.
Mulberry is about to shut at the very least another of its remaining 17 concessions within the division retailer chain when it opens a standalone retailer in Leeds this 12 months.
â€œWe need to proceed to commerce with them as there’s a loyal buyer base with Home of Fraser and they’re actually loyal to Mulberry and proceed to purchase â€¦ we have to try what [the company is] doing by way of updating their community,â€ Andretta mentioned.
He mentioned that regardless of the troubles at Home of Fraser, which had â€œmaterially affectedâ€ the enterprise, Mulberry had elevated UK gross sales by 4% within the second half of its monetary 12 months.
Within the 11 weeks for the reason that 12 months finish, complete retail gross sales have risen 13% together with a 7% rise within the UK.