Burberry appoints Paul Price as their new chief product merchandising and planning officer, marking a significant leadership change.
- Price previously held the position of chief merchandising officer at Burberry from 2007 to 2017, boasting a robust background in the retail sector.
- Replacing Jonathan Akeroyd, new CEO Joshua Schulman has been making key leadership changes to revitalise the brand.
- Paul Price will take charge on 9 December, bringing extensive experience to the role and relocating to London in January.
- His strategic focus is expected to rejuvenate Burberry’s product and marketing approaches, enhancing growth and cultural impact.
Burberry has made a pivotal decision to appoint Paul Price as the new chief product merchandising and planning officer. This move signals a notable change in leadership dynamics, aligning with Burberry’s strategic direction under the new CEO, Joshua Schulman. Price, a seasoned professional in the retail industry, is set to bring his wealth of experience to the table.
Paul Price’s connection with Burberry is not new. He was the chief merchandising officer for a decade from 2007 to 2017. His tenure saw significant achievements in product strategies, contributing to consistent double-digit growth, a testament to his capability in steering product-related decisions effectively. Following his impactful period at Burberry, Price served as CEO of Topshop/Topman from 2017 to 2020 and of James Perse in Los Angeles from 2020 to 2021. He also showcased his versatility by running his own consulting firm.
The transition at Burberry follows the appointment of Joshua Schulman as the new CEO in July. Schulman’s tenure marks a period of transformation aimed at revitalising the British luxury brand amid declining sales. Before Price, Jonathan Kiman was named chief marketing officer and Laura Dubin-Wander president of the Americas in September. These changes reflect a strategic overhaul intended to strengthen Burberry’s market position.
Paul Price will assume his new role on 9 December. He is expected to lead the merchandising, planning, licensing, architecture, and showroom teams. His leadership style is characterised by business acumen and customer-focused strategies. Schulman noted Price’s dynamic and energetic approach, highlighting his previous contributions to Burberry during its peak value creation era.
Price expressed his enthusiasm about rejoining Burberry, praising its iconic status and rich heritage in British luxury fashion. “Burberry is such an iconic brand with an incredible legacy in British fashion and luxury. Its rich history and unique cultural resonance set it apart,” he said. His remarks underscore the excitement surrounding Burberry’s future under his product leadership.
Paul Price’s return to Burberry is poised to play a significant role in the brand’s strategic efforts to revitalise its market presence.
