There are three reasons why we need to talk about one of my favourite brands today — Mulberry. The first, we covered off this morning when we noted that Kate Middleton has now adopted my handbag brand for herself, carrying a tote from the new Mulberry line. Second we need to wish them a very happy 40th birthday.

Iconic British label Mulberry are celebrating all year and their giant inflatable gold Bayswater (a mahooosive version of the bag I carry around every day) is being spotted at places as diverse as outside the Sydney Opera House, in Knightsbridge and at the Coachella music festival.
And finally, we need to sit back and reflect a bit on how a brand can possibly do as well financially as they have in the past year. In recently reported figures, revenues are up 69% in 2011, profits before tax are up an incomprehensible 358% to around £23.3 million. Jislaaik. Sears.

Why? How? Well it has a lot to do with my mate Alexa Chung. The 'Alexa' bag, as worn and made desirable by the lady herself, has sent sales soaring with multiply reorders and diffusion lines. In addition the clothing lines have been tightly refocused under the creative eye of Emma Hill who has aligned the brand with huge, edgy personalities like Alexa and Florence Welch. The new collection appeals further to this audience of quirky luxury, which is hard to find under any other UK label. (Madewell and Band of Outsiders do this style Stateside.)
So huge success, due to escalate even further with the endorsement of the Duchess of Cambridge, in their birthday year — I can't imagine what those numbers are going to look like next reporting season! Props.