Mulberry England, the luxury leather accessories brand beloved of the huntin’, shooting’ and fishin’ London set, has hired a new chief customer and digital officer as the business seeks to return to growth and secure its future.
Tom Burrow has taken up the role, joining from End Clothing, where he was also chief digital officer.
Prior to that Burrow was vice-president of digital brand commerce at Reebok, he has also held top digital roles at Adidas Group and Umbro.
He said: “Mulberry is an iconic lifestyle brand that I’ve admired for years, and I’m honoured to now be part of shaping its future.”
The company was founded in Somerset in 1971 by Roger Saul, who launched the business from his kitchen table. It is one of the largest manufacturers of luxury leather goods in the UK, with over 50% of its bags crafted in two factories in Somerset.
Mulberry has long emphasised its “Made to Last” craftsmanship, training local artisans in Somerset to continue its leatherworking legacy.
However, the business is not without its challenges. In June, Mulberry said it was in talks to raise more than £20m due to widening annual losses and worsening trading conditions.
It launched a cash call after a “post-2024-25 year-end review by the executive management, and in light of an even more challenging trading environment”.
The company has held talks about a potential fundraising effort with its two largest investors; majority shareholder Challice (controlled by Singaporean entrepreneurs Christina Ong and her husband Ong Beng Seng) and major stakeholder Frasers Group, owned by Mike Ashley, although details have yet to be published.
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