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.

Ms. Ahrendts's arrival comes as Apple is looking to revitalize its string of iconic stores. Once a trendsetter in tech retail, Apple's glowing, .