Case Study — Mulberry e-commerce site

Creating a luxury e-commerce experience for Mulberry

At a

We translated Mulberry’s rich and immersive brand experience into the digital realm with a new responsive, e-commerce website. By establishing the most flattering and comprehensive showcase of their collections, Mulberry now differentiates itself from other brands and aggregator retailers who can only ever show standard product views. Intuitive search and navigation, responsive design on any platform, intelligent merchandising and an intuitive, effortless checkout were combined with Mulberry’s uniquely likeable British personality to create a luxury shopping experience.

Project Details
E-commerce website
Luxury retail
Front end responsive dev
Digital strategy
Experience design
Platform / API integration
Launch Date
July 2013
Go to Site

The Challenge

Renowned for its highly crafted it-bags, Mulberry had become the sleeper success of the luxury sector. Yet, while the brand rapidly picked up a new army of fashion loving followers, was lagging behind and struggling to exude the same brand promise.

Our solution? Take everything you’d expect from a best in class e-commerce site – intuitive search and navigation, responsive design on any platform, intelligent merchandising and easy checkout. Then, inject it with a healthy dose of Mulberry’s uniquely likeable British personality.

Our Approach

The process began by looking offline at the flagship Mulberry store on New Bond Street. Much more than just an alluring shop-front, it’s an immersive and innovative space where customers find exceptional service at each stage of their journey: from browsing, all the way through to buying and after-sales service. 

To represent the brand’s intimate knowledge of the craft, design and process behind each product we chose to develop a ground up solution that involved re-engineering the Hybris e-commerce platform rather than settling for the out the box page templates. By approaching every detail with the brand in mind we created a compelling reason to trust the Mulberry site over alternative sources. While aggregator retailers standardise their product shots to level the playing field, Mulberry’s product photography now consists of multiple views inside and out of each item. This helps to inform the customer as they browse and showcases each product at its best.

Side image

Crafting a luxury experience

To reflect Mulberry’s famed attention to detail, countless hours have been spent ensuring every aspect of the site is beautifully considered, including the navigation and wayfinding.

When shown on list pages, an intelligent scaling system helps to give vital information about the size of each bag in relation to others in the Mulberry range.


Little details

Once an item is selected, customers are provided with all the information and advice they could possibly need, like care instructions, materials used, and photography showing the inside of each bag.  

The details matter

It’s these kind of thoughtful elements that help to raise Mulberry’s web presence above the plethora of aggregator retailers also selling Mulberry products. Users can expect to find superior product knowledge, attention to detail and first class service at every point in the site – just as they would in one of Mulberry’s offline boutiques.

Throughout the design process Poke demonstrated an instinctive ability to work with us to help create an exceptional e-commerce and digital design direction for Mulberry, distilling the essence of the brand’s dedication to quality into every facet of the site.

— Charlotte O’Sullivan, Head of Online at Mulberry


Acquiring a new designer handbag has become a ritual for many fashion lovers; it’s something that is saved up for and treasured. Mulberry justify the expense, by showing real belief in their product at every stage. Much like their famed bags, their digital presence is a lesson in stripped back simplicity; connecting people with exactly what they’re looking for, exactly when they want it. As a brand, Mulberry now display craftsmanship through every detail, from leather and metal through to platforms and devices. 


  • Mulberry reveals new web presence created by Poke London
    The Drum

  • Mulberry's new responsive site shows luxury brands how to do UX

  • Mulberry website redesigned by Poke
    Design Week

  • Poke re-designs Mulberry website
    Creative Review


  • BIMA Awards
    High Commended 'Website Design'

An excellent ecommerce site that successfully fits within its luxury brand credentials without undermining the user experience.

— David Moth, Deputy Editor at Econsultancy