Burberry names former Topshop CEO as new product boss

Price was previously chief merchandising officer at Burberry from 2007 to 2017 before serving as chief executive of Topshop/Topman in London from 2017 to 2020 and premium lifestyle brand James Perse in Los Angeles, from 2020 to 2021, as well as running his own consulting firm.

The appointment marks another key leadership change since new CEO Joshua Schulman joined the British luxury brand in July to replace Jonathan Akeroyd following plummeting sales.

In September, the company named Jonathan Kiman as chief marketing officer and Laura Dubin-Wander as president of Americas.

Price will start in his new role on 9 December, and will join the executive committee and relocate to London in January 2025. He will lead the merchandising, planning, licensing, architecture and the showroom teams and report to the CEO.

Schulman said: "Paul combines business acumen and a focus on the customer with a dynamic and energetic leadership style. 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."

Price said: "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."