Burberry CEO Andrea Ahrendts To Become Apple Store Chief

Apple has turned to the fashion world for the new head of its retail stores, with Burberry CEO Angela Ahrendts set to join the Cupertino-based company next year.

Ahrendts has been with British fashion house Burberry for a decade and is widely credited with transforming the company into a global brand. She will be appointed senior vice president for retail stores at Apple and is expected to report directly to CEO Tim Cook.

Her background is somewhat different from her predecessor John Browett, who was Cook’s first major appointment after he succeeded the late Steve Jobs.

Apple Store head

Browett was previously at UK-based Dixons, but it was suggested he found it difficult to “fit in” at Apple, and made a number of errors with staffing arrangements. He was dismissed last October after just six months in the role despite sales increasing from $4 billion to $4.2 billion during his tenure.

Ahrendts’ appointment comes just three months after the hiring of Paul Deneve, former CEO of Yves Saint Lauren, with suggestions that Cook is recruiting from the fashion industry in preparation for the launch of the still-unconfirmed iWatch, where such expertise could be required

It is also believed that Cook wants to increase sales of iPhones at Apple Stores. Earlier this year, Apple launched the ‘recycle and reuse’ programme, which sees customers receive store credit for a new iPhone if they bring in an older model. It was reported yesterday that the scheme is set to be introduced in the UK, which boasts the second most Apple Stores in the world, after the US.

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