2010 : January: The Alexa (named after television presenter Alexa Chung) introduced. It will be described in The Guardian as "a trophy, a portable statement of a desire to be considered fashionable, the leather expression of cool." April: Mulberry "is the sleeper success of the luxury goods sector, having quietly metamorphosed from a staid brand, adopted by the green welly brigade in the 1980s, into a sultry minx capable of conjuring up 鈥榠t-bags' that 鈥榠t-girls' . . . want to carry in the noughties," observes The Guardian. December: Mulberry takes home the Designer Brand prize at the British Fashion Awards.

1973 : The Rookery, Mulberry's first factory, opens in Chilcompton.