Mulberry hires new creative director

Johnny Coca has been lured from France's Celine in a bid to revitalise Mulberry's fortunes
Johnny Coca has been lured from France's Celine in a bid to revitalise Mulberry's fortunes
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Luxury handbag maker Mulberry has lured Johnny Coca from France’s Celine to be its creative director, tasked with revitalising a British brand that has faltered in recent years.

Mulberry has been without a creative director since Emma Hill, who was behind its successful Alexa and Del Ray bags, left the business more than a year ago.Chairman and chief executive Godfrey Davis said yesterday that Coca, head of leather goods and accessories at the French fashion house, will join the Somerset-based group in July next year and will be responsible for all of its collections.

Davis said: “He has a wealth of international luxury and fashion experience that will help us bring new energy and innovation to Mulberry.”

The group has issued three profit warnings this year after an ill-fated attempt to move the brand further into the exclusive luxury segment, where handbags sell for thousand of pounds. It has introduced a range of products selling from about £500 to £800 in an effort to win back custom.

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