LONDON – Burberry has tapped one of its former star managers, Paul Price, as chief product merchandising and planning officer. Price will take up his new role on Dec. 9 and report to chief executive officer Joshua Schulman, who joined Burberry earlier this year.
Price served as Burberry’s chief merchandising officer for ten years until 2017, before leaving to join Topshop and Topman as CEO. He later joined James Perse in Los Angeles and ran his own consulting firm, where one of his clients was Value Retail, where he helped to conceive the new concept for the team memorabilia store for the New York Islanders at the UBS Arena.
He will relocate to London, and lead the merchandising and planning teams as well as the licensing, architecture and showroom units. He will also join Burberry’s executive committee.
Schulman described Price as “an exceptional merchant and retail leader who has led high-performing teams across channels and geographies. Paul combines business acumen and a focus on the customer with a dynamic and energetic leadership style.”
He added: “As a key member of the Burberry leadership team during the company’s peak era of value creation, Paul was responsible for product strategies that led to consistent double-digit growth. I look forward to working with Paul, and know he will help unleash the commercial and creative alchemy that will drive Burberry forward.”
Alexander Edwards, Daniel Lee, Cher, and Jodie Turner-Smith at the Burberry store reopening in New York.
Lexie Moreland/WWD
Price said he was eager to return. “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, and I am thrilled to be part of this next exciting chapter in Burberry’s evolution and growth.”
Price’s appointment comes a week before Burberry will report its interim results for the fiscal first half. It will be the first time that Schulman will address financial analysts and the press, and he is expected to discuss his strategies for the British brand, which has seen its share price decline sharply over the past year.
Earlier this year Burberry chairman Gerry Murphy said that under Schulman the brand will become “more familiar to Burberry’s core customers while delivering relevant newness.”
Murphy added that Burberry’s intention is to bring in a “broader, everyday luxury” offer and a more complete assortment across key categories. Going forward, the focus will be on “timeless, classic attributes that Burberry is known for.”
