Executive Summary

• The Cambridge Satchel Company has built its success on offering a highly distinctive, quality product as well as its innately British identity.
• This has appealed to international shoppers, and the company has courted Chinese shoppers through marketing activities in China and selling on Tmall.
• Since 2013, The Cambridge Satchel Company has operated a limited number of its own shops in high-footfall and prestigious locations that attract overseas tourists.
• Product diversification is supporting the company’s growth. We met the product-development teams at the company’s main factory, and saw some of the designs, such as smaller bags, they are cultivating in order to draw in more shoppers.