THE BREIF
The Mulberry Exchange
Developed in collaboration with Mulberry’s sustainability team, The Mulberry Exchange was conceived as a circular economy designed to extend the lifespan of luxury products through repair, restoration, and resale. Working alongside Rosie Wollacott, Head of Sustainability at Mulberry, the concept centred on giving pre-loved Mulberry bags a second life, reaching out to the team that the quality of the materials and hand craftsmanship made restoration a viable alternative to disposal.
The programme invited customers to trade in their existing Mulberry bags in exchange for store credit, creating a sustainable purchase cycle that benefitted both customer and brand, an initiative that led the company to achieving B Corp Certification.
Featured at:
London Fashion Week
Vogue
Harper’s Bazaar
Dazed
Creative Strategy
Concept Development
Sustainability Innovation
THE CONCEPT
THE PROCESS
The Mulberry Exchange launched during London Fashion Week in February 2020 across UK stores, becoming a key activation within Mulberry’s New Bond Street flagship store. Supported by then CEO Theirry Andretta, the programme evolved into a cornerstone of the brand's sustainability ambitions.
Since launch The Mulberry Exchange has become one of the brands fastest growing business channels and cemented Mulberry's position as a leader within luxury resale. The programme now restores approximately 10,000 bags annually and surpassed £1.3M in annual sales from refurbished bags during its best year. The initiative received extensive industry recognition and media coverage from publications including Vogue, Harper’s Bazaar, and Dazed.
THE RESULT
