Price Returns to the Brand, Where He Played a Key Role During Its Height from 2007-2017
Burberry has announced the return of former chief merchandising officer Paul Price, appointing him as chief product merchandising and planning officer, effective December 9. Price, who played a key role in Burberry’s growth from 2007 to 2017, will rejoin the luxury fashion brand under the leadership of CEO Joshua Schulman, who took the helm earlier this year. Price will oversee merchandising, planning, licensing, architecture, and showroom operations, while joining Burberry’s executive committee and reporting directly to Schulman.
Price’s career since his initial tenure at Burberry has included roles as CEO at Topshop and Topman in London, CEO at James Perse in Los Angeles, and head of his own consulting firm, where he advised clients including Value Retail. This expanded role brings Price back to Burberry amid a challenging period for the brand, which has faced declining sales and criticism over its premium pricing. Schulman, describing Price as “an exceptional merchant and retail leader,” 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 expressed enthusiasm for the new chapter, saying, “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.”
Schulman is expected to outline his strategy for Burberry’s future during its upcoming interim financial results presentation. Earlier this year, Burberry Chairman Gerry Murphy highlighted plans for a “broader, everyday luxury” approach, balancing Burberry’s classic identity with fresh, relevant designs to reconnect with its core customer base.