Exclusive Video: Burberry CEO Angela Ahrendts

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Two weeks ago, at Fast Company's Innovation by Design conference, Burberry CEO Angela Ahrendts spent time on stage praising her company's recent collaboration with Apple for a fashion show. What Ahrendts neglected to mention, however, was that her partnership with Apple would soon extend beyond the runway.
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    Two weeks ago, at Fast Company's Innovation by Design conference, Burberry CEO Angela Ahrendts spent time on stage praising her company's recent collaboration with Apple for a fashion show. What Ahrendts neglected to mention, however, was that her partnership with Apple would soon extend beyond the runway.

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    Today, Apple announced that Ahrendts would be joining the company as senior vice president of retail and online stores, a newly created position, reporting to CEO Tim Cook. In her role, Ahrendts will 'have oversight of the strategic direction, expansion and operation' of the Apple 'consumer experience on and offline,' according to a statement Apple released late Monday evening. Most significantly, she brings a reverence for design and customer experience that's consistent with Apple's DNA--unlike her predecessor, John Browett--which will be crucial in rejuvenating Cupertino's retail experience.

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    Burberry chief executive Angela Ahrendts will leave the luxury goods firm next year to join technology giant Apple.

    At Apple she will become senior vice president for retail and online stores.

    Ms Ahrendts has been with Burberry for almost a decade, and has been credited with turning it into a globally recognised firm.

    She will be replaced by chief creative officer Christopher Bailey, who has been in the role for six years.

    In her new job, Ms Ahrendts is expected to report directly to Apple chief executive Tim Cook.

    Apple's decision to hire Ms Ahrendts comes just three months after it recruited Paul Deneve, the former chief executive of French luxury group Yves Saint Laurent, for 'special projects'.

    The moves are rumoured to be related to Apple's development of an 'iWatch', in which an understanding of fashion will be as important as the technology and engineering behind the product.
    'Moved and humbled'

    Ms Ahrendts said it was 'an honour' to have worked at Burberry.

    'Burberry is in brilliant shape. I am confident that Christopher, as one of this generation's greatest visionaries, will continue to lead Burberry to new heights,' Ms Ahrendts added.

    Mr Bailey said he was 'moved and humbled' to take on the chief executive role. He will also retain his existing chief cr

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    Apple Hires Burberry CEO to Run Retail. Apple Inc. AAPL +0.66% tapped Angela Ahrendts, currently chief executive of British luxury retailer Burberry Group BRBY.LN -5.49% PLC, to head up its retail efforts—recruiting a seasoned industry executive credited with turning around the Burberry brand, while filling a big gap in the Cupertino, Calif.-based tech giant's retail operations.

    Apple said Ms. Ahrendts, 53 years old, would join Apple next year in the newly created position of senior vice president of retail and online stores. She will become a member of the executive team and report directly to Apple Chief Executive Tim Cook.

    Ms. Ahrendts will oversee the 'strategic direction, expansion and operation' of both Apple retail and online stores, Apple said. The appointment fills a big gap in Apple's retail operations, stemming from the 2011 departure of Ron Johnson, who vacated the role of senior vice president for retail to join JC Penney Co. JCP -1.63% Inc. His replacement, John Browett, left the company last year.

    Apple is now expanding that role to include responsibility for online store sales as well. By recruiting Ms. Ahrendts, Apple is tapping into her years of experience in luxury retail. Ms. Ahrendts has served as CEO of Burberry since 2006.

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