Our company purpose sets why we want and choose to exist: ‘live the exceptional with soul’.

Our Reimagine strategy has set us on an exceptional journey of transformation, laying out a clear vision and pathway to 'become proud creators of modern luxury'.


We are delighted to introduce our company purpose to you – Live the Exceptional with Soul. Co-created by us, for us, it has been shaped by more than 1,000 of our individual voices and unites us all.

Guided by our Creators’ Code - a set of co-created behaviours: Customer Love; Unity; Integrity; Growth; Impact, we will create a mindset that will inspire understanding, collaboration, learning, and flexibility to fulfil our potential to be the greatest team.