Burberry CEO to join Apple
Angela Ahrendts was at the top of the fashion tree. Now she's leaving to lead Apple's retail arm. Jim Boulden explains.

She has been the face of Burberry for nearly a decade.She was the highest paid CEO of any top British public trading company last year. And Angela Anrendts has been given credit for the steep rise in Burberry's value as she reset the old British brand into a super luxious must-have with a strong digital platform.
This is Burberry's new flagship store, London's region street. A big part of Anrendts plan was to build these massive luxious branded stores throughout the world's biggest cities instead relying on sales from the department stores. Now Anrendts will metaphorically move up the street to another big brand with big stores in the world's big cities,Apple. Anrendts will take over as head of Apple's retail stores and online stores, the hope is that she can bring some of the Burberry's magic to Apple,especially in China. Apple is an also-ran in the fastgrowing Chinese markets.
She will have her manicure finger nails dirty with the stuff.She will be grave with them. She knows and dicuss what looks right, set the look color and the right size. Only giving the troops what they really want on their shoes.Are we going to have her curing up the shop in Beijing, Manila, London, Paris? That's what she is all about.
Anrendts had the Burberry turnaround with chief creative officer, Chirstifa Billy.He will keep that role and take over as CEO next year. They have been a tag team since 2006. Even if the economy doesn't turnaround, everyone's businesses should appear stronger and better.
With Anrendts leaving, Burberry shares fell more than 7.5% in London trading.
I think indeed it's not a good action. I will say it's more as a profit-taking than it is a reflection on Mr. Billy taking.
Now Anrendts is taking on a new challenge, answering to Apple CEO Tim Cook,but arguably she will be more in the spot light for one of the world's biggest brands as she tries to rebrand frontal house.