The announcement of Andrea Baldo as Mulberry’s new chief executive marks a significant change in leadership for the British luxury brand.
- Baldo, who brings extensive industry experience, will assume his role in September 2024, aiming to revitalise Mulberry’s brand identity.
- He has been recognised for his transformative leadership, notably at Ganni, where he prioritised inclusivity and sustainability.
- Industry experts view Baldo’s appointment as a strategic move likely to enhance Mulberry’s growth and international reach.
- Challenges lie ahead, but Baldo’s past successes provide a promising outlook for Mulberry’s future.
On 9 July, Andrea Baldo was unveiled as the new chief executive of the British luxury brand Mulberry, effective from 1 September 2024. Baldo’s career in fashion commenced at Maison Martin Margiela, and he has since held pivotal roles at Diesel, Marni, and Coccinelle. Most notably, as CEO of Ganni since 2018, he successfully expanded the brand’s footprint and secured B Corp certification.
Baldo’s leadership style is characterized by his deviation from traditional CEO norms, opting instead for a focus on inclusivity and sustainability, according to Matthew Dixon from DHR Global. This approach not only differentiated Ganni from its competitors but also resulted in a notably low staff turnover due to internal growth opportunities.
Caroline Pill from Heidrick & Struggles describes Baldo as empathetic and hands-on, qualities that align well with Mulberry’s goals. Although the transition from Ganni’s ready-to-wear focus to Mulberry’s emphasis on leather goods presents a challenge, Baldo’s previous experience with the Italian leather brand Coccinelle offers reassurance.
Industry voices such as Sarah Murray laud the move, citing Baldo’s adeptness in defining brand positioning and sustainability. His efforts at Ganni, including achieving a B Corp status, are seen as assets that will benefit Mulberry as sustainability becomes increasingly crucial in the luxury market.
The perception of Mulberry’s brand is currently perceived as unclear, as noted by Fabio Becheri. Baldo’s strategic focus on long-term brand growth over immediate revenue gains is advised. Furthermore, expertise from Fflur Roberts emphasises the importance of Mulberry’s British heritage, craftsmanship, and sustainability as key focal points.
Baldo’s achievement in elevating Ganni to international success is pertinent to Mulberry’s expansion ambitions, with potential growth identified in regions such as South Korea. Baldo’s leadership is expected to balance reviving Mulberry’s historical appeal with fresh innovations in its brand offerings.
With Andrea Baldo at the helm, Mulberry sets out on a path towards revitalisation and growth, leveraging his proven track record of leadership and innovation.
