Mulberry Asia launches with Challice as partner

1 min readUpdated May 28, 2025Mar 30, 20176:00 AM

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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.

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What this means

Mulberry's 60% ownership in Mulberry Asia, paired with Challice's regional expertise, provides a robust foundation for market entry, mitigating some risks seen in other independent expansions. This move pressures luxury rivals, especially given the planned significant marketing investment and omnichannel push, directly competing with established players and recent entrants like Alo Yoga's Tmall partnership. The initial four stores and relocations suggest a strategic, rather than rapid, footprint build. However, the success hinges on effective brand awareness in a crowded market. The key risk lies in the significant £3 million investment yielding sufficient returns against well-entrenched competitors. Watch for the performance of the first new store opening in Shanghai.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What is the ownership structure of the new Mulberry Asia venture?

Mulberry Group owns 60 per cent of the share capital in Mulberry Asia. Challice holds the remaining balance, making them the junior partner in the new venture.

Where will the initial Mulberry Asia stores be located?

Initially, Mulberry Asia will operate four stores. These include two in China, one in Hong Kong, and one in Taiwan, alongside managing regional wholesale sales.

What investment is Mulberry planning for brand awareness in the region?

Mulberry plans to invest approximately £3 million (US$3.7 million) over the next two years. This additional support is specifically aimed at building brand awareness in North Asia.

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