This October, Liberty London marks a staggering milestone: 150 years of pioneering retail, iconic prints and a singular strategy to luxurious that feels concurrently democratic and aspirational. TheTrade.trend sat down with CEO Adil Mehboob-Khan in Liberty’s hallowed halls (restaurant Three Sixty, to be actual), to listen to about how the storied retailer is celebrating its anniversary with restricted version collections, plans to scale its personal model providing and go worldwide.
For Adil Mehboob-Khan, the CEO steering the model by means of this milestone 12 months, the accountability is tangible. “150 years is a long time. Very few companies get there,” he displays. “When you work in a company like this, you have to be aware that you’re not that important in the grand scheme of things. So when they write the history of a company, you’re lucky to get a page. At the same time, I feel the weight of responsibility, because this is built to last. Everything you do has to have the long term in mind.”
Under Mehboob-Khan, who joined Liberty in 2018, the enterprise has developed with a cautious stability of heritage and ambition. “The nature of the business is that every year you want it to be special. We were really conscious a year ago when we began to plan the 150-year milestone.”
He added, “Our business is strong. It has grown every year since I’ve been here, but it was growing before I arrived. What makes us different is that we don’t follow the overall retail trends. We have a fantastic customer base and a strong business.”
The energy of Liberty, Mehboob-Khan believes, lies within the affection of its clients. “When I started telling people I was going to Liberty, the reaction was consistent: the first person I spoke to said, ‘I love Liberty.’ The second person said the same. People really have an affection for it. It’s art-driven, democratic luxury. You can come here and buy a notebook or a diamond tiara and we’ll treat you the same way. For us, it starts with craft and art, and if you have an eye for it, you’re our target. That builds a very special kind of emotional connection.”
The flagship Regent Street retailer, usually described as “the Hogwarts of retail,” exemplifies that ethos. “The building is not to be underestimated in this relationship of love,” Mehboob-Khan explains. “Arthur Liberty [who founded the retail emporium in 1875] didn’t want to be like a store; he wanted it to feel like a home. There are no escalators; you have to walk up the creaky stairs. You get lost in the rooms, where you’ll end up wandering through marvels. People seem happy to do that. It’s hard to bottle, but when you put all these things together, Liberty is something people really love.”
Customer relationships are central, too. Mehboob-Khan recounts a memorable alternate with a longtime patron: “I had one classic letter: ‘Dear CEO, I came to buy a vase, my husband broke it, and I was bounced around three departments.’ But then there was a twist: a staff member who was outstanding. He helped me find a perfect replacement. You need more people like him.’ It happens all the time, and it underscores the expectations and loyalty our customers have.”
Since taking the helm, Mehboob-Khan has overseen a strategic revitalisation of the Liberty model. He identifies three priorities: unify the corporate’s classes, strengthen the model’s presence globally and scale its e-commerce.
“The legend of the brand was bigger than the products we had to fuel it. We had scarves and heritage items, but we were missing some fundamental blocks, our own jewellery, beauty, wear beyond shirts and accessories,” Mehboob-Khan mirrored.”Plus, we needed e-commerce to give people access to Liberty beyond the M25. Though Covid was painful for physical retail, paradoxically, it accelerated our e-commerce scale overnight.”
As the retailer continues ramping up its 150th 12 months celebrations, we’re launched to the Hypernova 150 collection. The capsule collaboration with Frida Giannini. The challenge was Giannini’s first challenge since leaving Gucci, the place she was the longest-standing Creative Director, 10 years in the past.
The capsule celebrates each class and edge, precisely what Liberty is thought for, drawing inspiration from Liberty’s iconic standing in British tradition and its historic proximity to Carnaby Street – suppose Union Jacks and Pea Coats galore.
Mehboob-Khan explains, “Frida’s a customer of Liberty, so she is very well-versed in what we do. She’s passionate about British culture from Carnaby Street to Britpop.” As for the collection, “She took the visual rays of the Union Jack and called it Hypernova: a burst of colour and energy.”
He is candid about favourites: “I have a crush on the fringe bag. It is both classic as well as unconventional. It is sober but has a lot of movement. Some pieces could become iconic, they have a forever status in their building, design and craft.”
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But Liberty’s development extends past trend, regardless of it being a spotlight. Beauty and perfume now account for a good portion of the enterprise. “We’ve tripled our own brand offering in the past five years. Our new LBTY fragrances and womenswear are doing particularly well.”
Looking forward, Mehboob-Khan is bold: “I’d like to see Liberty become the next British luxury brand to go global. Awareness varies worldwide: for some, it’s tied to the store; for others, the fabrics. The US, Japan and the Middle East are priorities. Over the next five years, that’s our focus.”
Even with a global technique, he’s resolute that Regent Street stays distinctive. “The more you’re here, the harder it is to replicate. This place is magic. There’s only one. We may have Liberty retail corners or concessions elsewhere, but you can’t get the creaky stairs anywhere else.”
The 150th anniversary is each a celebration and a sign of intent: Liberty isn’t just reflecting on its previous, it’s constructing for the longer term. “This is a business that’s been built to last. Everything we do is for the long term. Hypernova, the new fragrances, the accessories, our new logo – it’s all part of the journey. We want to continue surprising our customers locally and globally, while staying true to what makes it so special: craft, art, discovery, and a love that lasts generations.”