Dive Brief: 

• Burberry tapped Klaus Bierbrauer as its new chief supply chain and industrial officer, one of several new roles the luxury brand recently created during an executive team shakeup. 
• In the new role, Bierbrauer will lead Burberry's supply chain and product development teams. He comes from Alexander McQueen, where he served as chief operating officer. He’s also served in supply chain roles at Gucci and Yves Saint Laurent, which are both owned by luxury conglomerate Kering Group. 
• Burberry has been shaking up its executive structure to carry out CEO Jonathan Akeroyd’s plans to boost the British heritage brand’s ready-to-wear, leather goods and e-commerce sales. 

Dive Insight: 

Burberry has been on a hiring spree for new executives. In January, Burberry tapped Giorgio Belloli as the chief digital, customer and innovation officer and Delphine Sonder as the chief merchandising officer — both of which were also newly created roles. 

Belloli comes from Farfetch, where he spent nearly a decade as the online retailer’s chief commercial and sustainability officer. Meanwhile, Sonder joined Burberry after serving as the general merchandising manager at Saint Laurent. 

In March, Burberry also appointed Kate Ferry as its chief financial officer. Ferry, who works at the McLaren Group, a holding company involved in Formula One racing, will join Burberry by September, according to the announcement. 

The new appointments come after Ackeroyd announced a new vision for Burberry in November. During the company’s earnings presentation, Ackeroyd said he wanted to double sales of footwear, leather goods and women’s ready to wear. 

Another recent hire may help Burberry achieve that goal. The luxury brand tapped British designer Daniel Lee as its chief creative officer in October. 

Lee most recently served in a similar role at Bottega Veneta, where he reinvigorated the brand through a series of popular puffy shoes, woven leather bags and attention-grabbing colors. Despite a successful run at the Italian luxury brand, Lee shocked the fashion world when he abruptly departed Bottega in November 2021 after only three years. 

Ackeroyd praised Lee when he laid out his new strategy for the company, calling the designer a “rare talent with an excellent track record of creating bestsellers” and saying he has “a very strong 360 vision.” 

Burberry is also focused on continuing to make progress with its sustainability commitments, according to Ackeroyd’s presentation. The brand unveiled plans last year to be climate positive by 2040 by cutting carbon emissions throughout its supply chain and investing in projects to protect natural ecosystems. 

The brand appears to have come a long way in the past five years. In 2018, Burberry was lambasted after it came to light that it had burned around $37 million worth of clothing and cosmetics to protect its brand value. The news was met with heavy criticism, which prompted Burberry to officially say it would stop burning stock.