Burberry appoints Pascal Perrier and Andrew Maag to lead international growth

Burberry has promoted Pascal Perrier to chief executive Asia Pacific and Andrew Maag to chief executive Europe, Middle East, India and Africa.

Perrier joined Burberry in 2005 and has been president of Asia Pacific since 2007, during which time he “built an outstanding team” that has overseen Burberry’s rapid expansion in China. “Asia Pacific, especially Greater China, continues to deliver strong growth and further openings in the region offer exciting potential,” Burberry said.

In his new role, Perrier will “continue to focus on unlocking future opportunities across digital, Burberry’s new beauty division and emerging high-potential markets in Southeast Asia, as well as capturing and engaging the Chinese travelling luxury consumer in the region”.

Maag has been with Burberry since 2006 when he joined as senior vice-president of menswear. He has been president of Europe since 2010, “transforming the region’s operating model and business strategies in line with Burberry’s retail-led growth model”. He was also responsible for launching Burberry Regent Street, “the brand’s most innovative global flagship”.

Magg will focus on strengthening the new beauty division in his new role, “while continuing to lead the evolution of how retail teams unlock digital opportunities to achieve more meaningful consumer engagement”.

Burberry chief executive Angela Ahrendts said: “I am thrilled to announce the promotion of Pascal and Andrew to their new roles, which underline the considerable opportunity we see in these markets.

“Pascal’s leadership has been instrumental to the successful integration of our China business and wider growth of the Asia region, while Andrew has led the transformation of our European business and its integration with the high-growth emerging markets that offer huge potential for the Burberry brand.

“In their roles, and working alongside their outstanding teams, I am confident that both Pascal and Andrew will continue to drive further focus, growth and innovation in their respective markets.”