Mulberry Asia launches with Challice as partner

English luxury brand Mulberry Group has launched Mulberry Asia in partnership with Challice, which will run its business in China, Hong Kong and Taiwan.

Mulberry Asia will start trading in Hong Kong from April 3, with a subsidiary in China and a branch office in Taiwan expected to follow this year.

Mulberry owns 60 per cent of the share capital of Mulberry Asia, with Challice holding the balance.

There will initially be four stores: two in China, one in Hong Kong and one in Taiwan. The new JV will also manage regional wholesale sales. A Chinese-language Mulberry.com site will be launched along with a regional omni-channel platform, with the partners planning “significant” marketing investment in north Asia.

Mulberry plans to invest about £3 million (US$3.7 million) in additional support over the next two years to build brand awareness in the region.

In the near term, a store will be opened in Shanghai, while stores in Beijing and Hong Kong will be relocated.

Founded in the UK in 1971, Mulberry is best known for its leather goods.