February 2010 saw the new Mulberry satchel hit the stores, named after TV and fashion icon, Alexa Chung, the Mulberry Alexa was the bag with a waiting list of 2010. After Alexa was spotted carrying a vintage caramel coloured mulberry satchel, the brands new designer, Emma Hill designed a more updated satchel for their spring/summer 2010 runway collection and named it after the british star. Everyone was going crazy for it, the mini and the large Alexa. I managed to get my hands on a black one six months after it had been released, best designer bag I have ever bought.
Since this bag hit the stores, Mulberry announced that their profits have increased by 79%.