Women’s Wear Daily
04.20.2014
retail-features
retail-features

Mulberry Heads to the Hamptons

Mulberry is branching out — to the beach.

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A head-to-toe Mulberry look will be available at the East Hampton store

A head-to-toe Mulberry look will be available at the East Hampton store.

Photo By WWD ARCHIVE

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MULBERRY IS BRANCHING OUT — TO THE BEACH.

The British accessories firm is opening it's first U.S. pop-up shop in East Hampton, N.Y., on Saturday. The 1,300-square-foot store has Gucci and Ralph Lauren as neighbors. The company is banking the prime location will garner attention for the brand's burgeoning categories such as ready-to wear for men and women.

"We had tremendous success with our stand-alone stores in New York and we thought this was a great opportunity to bring the brand to the client," said Joe Judge, vice president of Mulberry USA.

In the last few years, the company has opened boutiques in key U.S. locations, including New York and Los Angeles.

The East Hampton pop-up shop will be open until early fall and will offer several exclusive accessories and apparel styles that currently are only available outside the U.S. The store will also highlight the brand's collaborations with artists and designers. Jonathan Kelsey's shoe collaboration will be sold there, as will the Cutler and Gross for Mulberry sunglass collection and the Julie Verhoeven-designed T-shirt line.

Prices range from about $150 for a leather lobster key chain to thousands of dollars for the firm's signature leather satchels. For women, the store will have plenty of dresses, apropos for beach parties and breezy summer nights. The store also will offer a bespoke service in which clients can choose bag shape, type of skin, color and hardware. Prices for bespoke bags start at $1,000 and go up to $15,000.

The company will continue the "pop-up" strategy in the U.S. depending on the success of this one. Mulberry recently opened a pop-up shop in London's Notting Hill to celebrate the Verhoeven collaboration. "You never know where you can pop up next," said Judge. "It's part of the fun of playing with this luxury brand."
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