Liberty Focuses on Proprietary Products to Drive Sales Growth

British retailer Liberty is reportedly intensifying efforts to expand its range of own-brand products, paving the way for potential standalone stores in the future.

The forthcoming launch of a comprehensive beauty collection, as reported by the Financial Times, is indicative of Liberty’s commitment to building upon its existing portfolio of own-brand accessories, womenswear, menswear, and homeware.

Liberty CEO Adil Mehboob-Khan, in an interview with the media outlet, highlighted the success of the department store’s own-brands, noting that they rank among the best-selling products. He stated that there is a considerable demand for these brands to gain international exposure.

Mehboob-Khan further revealed that there is substantial interest in extending the reach of Liberty’s brand beyond e-commerce, potentially leading to the establishment of exclusive shops dedicated solely to Liberty’s own-brand products.

He expressed, “I do imagine, under the Liberty brand umbrella, we will have locations…If it continues like this, there will be demand and justification for us to have our own stores of our own brand.”

However, Mehboob-Khan emphasized that any expansion would not aim to replicate the iconic Liberty store, stating, “But I don’t see us try to replicate [the] Liberty [store]. It’s very difficult to get the magic of the place to travel.