Christopher Bailey replaces Angela Ahrendts at Burberry

Burberry’s chief executive Angela Ahrendts is stepping down from her role at the luxury heritage label after eight years to assume a senior role at Apple. In a video announcement, Burberry’s chairman Sir John Peace confirmed that Christopher

Bailey will replace her in mid-2014, and that the designer would retain his role as chief creative officer.

Bailey has worked alongside Ahrendts for the past decade and during that time the pair have transformed the British fashion house into a digital luxury brand, with Ahrendts noting in the video of the “rock solid foundation” that the pair have created together to make the brand a “digital luxury retailer”.

The accompanying statement confirmed that Bailey will take on his additional responsibilities and join the Board when Ahrendts steps down next year, and that the pair will work closely together over the coming months to assure a “seamless transition”.

The announcement on YouTube, which was promoted via the fashion label’s social media channels, features a tearful sounding Ahrendts praising Bailey as “one of this generations greatest visionaries” and adding that she is at “peace” leaving Burberry in his hands.

Commenting on his new role, Bailey said: “I am profoundly moved and humbled to be asked to take on the CEO role at this company that means so much to me. I also feel privileged to be keeping my role as chief creative officer, as I believe that creativity and innovation have been at the heart of our success in the last ten years and will be even more so in the decade ahead.

“We have a clear strategy to build on, an increasingly powerful brand and an inspiring management team. Together, we will continue to push the boundaries of design, technology and communication while never forgetting our heritage, our Britishness and our values.”

Angela Ahrendts to step down as CEO at Burberry

Ahrendts added: “Burberry is in brilliant shape, having built the industry's most powerful management team, converted the business to a dynamic digital global retailer, created a world class supply chain, state of the art technology infrastructure, sensational brand momentum and one of the most closely connected creative cultures in the world today.

“I am confident that, with Sir John’s continued guidance and the executive team’s support, Christopher, as one of this generation’s greatest visionaries, will continue to lead Burberry to new heights. Today, Burberry is not only a great brand, but a truly great company.”

Peace, who conducted the announcement interview, thanked Ahrendts for “building a great culture” and leading the company through the “incredible transformation” over the last eight years. He also added that he has no doubts about Bailey’s vision and leadership and that he would keep Burberry on the forefront “creatively, digitally and financially”.

Ahrendts new role will be senior president of retail and online stores at technology giant Apple, where she will report directly to CEO Tim Cook.