Following her first visit in 2022, when she inspired the start of the University’s journey towards B Corp Certification, Regent’s was thrilled to welcome back Rosie Wollacott, Head of Group Sustainability at Mulberry, for our Distinguished Speaker Series.
Rosie’s thought-provoking talk explored how Mulberry’s sustainability strategy has evolved in the five years since the brand launched its Made to Last Manifesto, as well as what’s next in its journey towards a truly regenerative future in luxury.
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An evolving identity and strategy
From starting out in Somerset in the 1970s using leather off-cuts to create their products - ‘a great story for the start of our sustainability journey’ – to being seen on the arms of some of the UK’s coolest ‘it girls’ in the 2010s, Rosie touched on how Mulberry’s brand identity has evolved over the years.
Its 50-year anniversary in 2021 was a key opportunity to spotlight sustainability as a strategic goal for the first time with the launch of the Made to Last Manifesto. With a focus on asking questions to work out what Mulberry can do to ensure a positive impact on people and planet, Rosie remarked ‘sustainability isn’t just about ticking boxes – it’s about making incremental changes year on year to make sure we’re leading the way.’
Celebrating key achievements
Mulberry’s B Corp Certification in 2024 has so far been the highlight of its innovative sustainability strategy - ‘a public way of signifying that we’re not just talking, we’re doing’. Rosie cited initiatives such as working with carbon neutral factories, solely sourcing leather from tanneries which meet strict third-party environmental accreditation, repurposing plastic waste into fabric for bags and accessories, and using recycled coffee cups to create Mulberry’s signature green packaging as key achievements and changes which have helped to make a huge difference in the brand’s sustainability credentials.
Mulberry’s ‘three Cs’
To help condense the ideas and strategy within the Made to Last Manifesto and to make it easier to communicate key themes to everyone across the business, Mulberry uses the ‘three C’s’ – climate, circularity and community – as its guiding principles.
Climate speaks to Mulberry’s commitment to using renewable energy and reducing carbon footprint, the importance of traceability and transparency within its supply chain, and a focus on working with suppliers and organisations who have similar commitments to sustainability and positive environmental impact. ‘As our business grows, we have to consider how we make the right decisions to work with partners who are on the same sustainability journey as us’, Rosie noted.
Circularity is at the heart of Mulberry’s ambitions to be a regenerative luxury brand. Its lifetime service centre focuses on providing customers with high-quality repairs in support of a truly circular model, using of overstock from previous collections to minimise waste and ensure the service is always available.
Reflecting on how circularity can support business growth, Rosie touched on the ‘Buy Back Mulberry Exchange’ initiative - ‘an archive of Mulberry goodies from over the years’ - which has proved successful in not only in giving pre-loved bags a new lease of life but in attracting new customers to the brand through this entry point.
Mulberry’s use of pre-loved products alongside brand-new items in recent marketing campaigns also helps to spark conversations about sustainability and encourages store teams and customers to explore the option as a way of investing in the brand.
Community shines a spotlight on Mulberry’s people; from making sure they work with suppliers and factory managers across the globe who share their ethos and outlook, to supporting initiatives and providing opportunities for community engagement which are meaningful to its employees. ‘Being a B Corp certified business is about getting out and spreading the love.’
Mulberry’s vision for the future
Rosie finished by emphasising the importance of learning, whether from other brands or from its own experiences, as Mulberry’s sustainability strategy evolves. A vast subject which touches every aspect of a business, understanding that no one is truly a ‘sustainability expert’ is key. Instead, the focus should be on continuous improvement – building relationships and sourcing partners whose values are aligned with the Made to Last Manifesto to make sure Mulberry is always working with this vision and mission at the forefront of everything it does.