Mulberry has named Bruno Guillon, Hermes’s managing director of France, as its new chief executive.
Guillon will replace Godfrey Davis. Mulberry CEO since 2002, Davis is preparing to transition into a non-executive chairman role.
‘I am delighted that Bruno will be joining us as chief executive,’ Davis said in a statement. ‘We have planned our management succession carefully and have been actively searching for the right candidate since the beginning of this year. Bruno brings with him a wealth of luxury goods experience and an ability to drive our ambitious plans for international growth.’
Between the Alexa, Tillie, Polly, Evelina and the newly launched Harriet, British women are already on first-name basis with all of Mulberry’s bags. The company’s celebrity fans, effective marketing campaigns and sense for what women want have helped its fortunes rise over recent years, with Mulberry announcing that its profits trebled over the first half of its financial year earlier this month.
But bringing in a new boss from Hermes suggests that the very British fashion brand may seek to emulate European fashion houses’ exclusivity, profits and pricing models. Are you prepared to pay Kelly prices for a new Mulberry bag?