Relaunch of Alexa handbag is a boost for Mulberry sales

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Relaunch of Alexa handbag is a boost for Mulberry as it struggles to recover from pandemic sales slump

Takeover target Mulberry has revealed a ‘strong reaction’ to the relaunch of its Alexa handbag as it seeks to recover from plunging sales due to the pandemic.

The luxury handbag maker said that over 1,000 of the bags have sold since the relaunch at the start of November. 

The bags, made with sustainable leather at its Somerset factory, each cost between £895 and £1295 and were originally inspired by TV presenter and model Alexa Chung.

Mulberry's Alexa handbag is made at its Somerset factory, each cost between £895 and £1295 and were originally inspired by TV presenter and model Alexa Chung (pictured)

Mulberry’s Alexa handbag is made at its Somerset factory, each cost between £895 and £1295 and were originally inspired by TV presenter and model Alexa Chung (pictured)

Mike Ashley’s Frasers Group is circling, with the retailer increasing its stake to 36.8 per cent earlier this month. 

Frasers must confirm whether it intends to make a takeover bid for Mulberry by December 17.

But despite optimism over the Alexa bag, recent sales in the eight weeks to November 21 fell 19 per cent.

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