Mulberry bags itself a new chief executive Thierry Andretta nearly a year to the day since Bruno Guillon left

Premium bag brand Mulberry has named its new chief executive, nearly a year to the day since Bruno Guillon left. 

 

Thierry Andretta, currently an independent non-executive director, will pick up the reins from April 7. 

 

Andretta has a strong pedigree, having held senior roles as Lanvin, Moschino, the Gucci Group, LVMH and Celine. Most recently he was chief executive of luxury jewellery brand Buccellati. 

 

When he joins Godfrey Davis, who has been interim chief executive, will revert  back to the role of chairman. 

 

He said: "I am delighted that Thierry has agreed to become chief executive. He has a wealth of fashion and luxury goods experience and an ability to drive our ambitious plans for international growth. 

 

“In parallel with recruiting our new ceative director, Johnny Coca, we undertook an extensive search and concluded that Thierry was the outstanding candidate."

 

Davis had been parachuted in to pick up the pieces from Guillon's disastrous tenure, which left Mulberry forced to issue a series of profit warnings. 

 

Under Guillon, the bag brand had left its premium heartland in order to chase the luxury price point,  a strategy that left Mulberrry unsuccesful on both fronts. Former creative director Emma Hill also left the company over “disagreements with management over creative and operational strategy”. 

 

Davis has started the turnaround process, lowering the average price points and looking to reassure both customers and stockists that Mulberry is back on track. 

Coca, who joins on July 8, and Andretta will continue that process. 

 

Andretta said: "Mulberry is a truly authentic British brand with a unique manufacturing base in the UK. The brand has great international potential and I look forward to building the business with Godfrey, Johnny, the rest of the team and the board."