Mulberry seeks new CEO to start with new creative director

It took Mulberry a year to find its new creative director, but the search
for a new chief executive officer continues. The luxury British fashion
house previously voiced its desire to have its new CEO and creative
director begin working at the same time, so with Johnny Coca poised to
begin his new role in July, time is ticking for Mulberry to sign on a new
CEO.

The luxury label is said to be moving in on signing a new CEO to start this
summer, a source revealed to Reuters, to take the reins over from chairman
Godfrey Davis, who has led the label for close to a year now. As the former
CEO of Mulberry, Davis has been hard at work trying to reconnect the brand
with the core customers after his successor Bruno Guillon failed to
reposition Mulberry as a higher end label.

Mulberry aims to have new CEO in place by July

Guillon aimed to transform the British brand into a global exclusive brand
by increasing the quality of Mulberry
‘s
handbags as well as its prices, but the move ultimately backfired on the
brand and led to severe profit warnings and Mulberry’s share value dropping
67 percent. When Guillon threw in the towel last March and stepped down
from his role, Davis stepped in on a interim basis until a new topman was
found. His goal was to repair the damage caused by Guillon and and
reconnect the brand with its roots.

Mulberry’s new CEO candidate should be well suited to work alongside the
label’s new creative director, Johnny Coca, who will join the team at
Mulberry from French fashion house Céline in four and half months time. Coca
will be replacing Emma Hill, who left the brand in June, 2013. She was the
creative mind behind some of the most most iconic bags, such as the Alexa
and Del Rey.
Hill reportedly left the label after disagreements with Guillon concerning
the creative and operational strategy of the brand.

According to the source at Reuters, Davis will help guide the new CEO and
Coca in their new roles and new strategy, whilst stepping into the role of
non-executive chairman, although Mulberry declined to comment on the
speculation.
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