By  on June 22, 2007

LONDON — British accessories and ready-to-wear brand Mulberry is branching out.

Mulberry's goal is to be recognized as a full-fledged luxury brand rather than simply the accessories company that makes the Roxanne and Bayswater bags. "Our mission is to convey the brand and build the company on an international level," said Godfrey Davis, chairman and chief executive of Mulberry. "In the U.S. in particular, we've sold a lot of Roxanne and Bayswater bags into department store chains. But customers have been buying into the bags, rather than into the Mulberry brand."

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