Mulberry has exceeded its predicted profits this year, and it has Alexa Chung to thank. Fashion fans have been quick to embrace the brand's Alexa range designed for the British television personality and former MTV host.

Since the Alexa collection's launch last month, department stores including Selfridges and Harrods have struggled to keep pace with the demand.

"It is clearly very helpful for sales when someone like Alexa is carrying your bag," said Mulberry's chief executive and chairman Godfrey Davis.

Analysts now suggest the company may enjoy pre-tax profits of £6 million for the year to the end of March, up from earlier predictions of £4.8 million. This is the second time in the last three months that Mulberry has raised its forecasts. It will inject this boost into its advertising spend next year, which is sure to help increase those profits in future.

[Source: This is London]
[Image Source: LGEPR/Flickr]

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