The British luxury brand Mulberry has appointed Andrea Baldo as its new chief executive.
- Baldo brings extensive experience from leading international fashion brands.
- He is known for prioritising inclusivity and sustainability in business practices.
- Analysts view his appointment as a strategic move for Mulberry’s future growth.
- Mulberry is expected to leverage Baldo’s expertise in brand positioning and expansion.
Andrea Baldo has been named the new chief executive of British luxury brand Mulberry, effective from 1 September 2024. Baldo’s extensive career in the fashion industry includes experience at Maison Martin Margiela, Diesel, Marni, and Coccinelle, and most recently as CEO of Danish womenswear label Ganni.
Under Baldo’s leadership, Ganni achieved significant milestones such as obtaining B Corp certification and expanding its market presence in the UK, US, China, Australia, and Thailand. He was recognised as one of the most influential leaders in the fashion industry, being listed in Drapers’ Power 100 in 2022 and 2023.
Baldo is noted for his collaborative leadership style, prioritising inclusivity and sustainability. Mathew Dixon from DHR Global described him as a leader who ‘does not follow the playbook of other CEOs’, focusing instead on unique brand values that differentiate from competitors.
Caroline Pill from Heidrick & Struggles praised Baldo’s empathetic leadership, emphasising his listening skills and hands-on approach. Although transitioning from Ganni to Mulberry’s focus on leather goods and accessories presents a challenge, his prior experience with Coccinelle is expected to ease the transition.
Industry analysts consider Baldo’s appointment a strategic fit for Mulberry. Sarah Murray at Keller Monroe highlighted his strengths in brand and product development, particularly his role in realigning Diesel’s product offering and launching a luxury menswear collection at Maison Martin Margiela.
Underlining Baldo’s impact on sustainability, he secured B Corp status for Ganni in 2022. Simon Whitehouse, CEO of Modes, expressed optimism about the potential for Mulberry to evolve its ethical practices and sustainability focus under Baldo’s leadership.
Baldo’s international experience, particularly in expanding Ganni’s presence in Asia, is seen as beneficial to Mulberry’s ambitions for growth in regions like South Korea. Retail consultant Elena Kirioukhina cited his ability to foster international brand success as a significant advantage for Mulberry.
Furthermore, Fflur Roberts of Euromonitor International asserts that Mulberry and Baldo should focus on key pillars such as British heritage, craftsmanship, quality, sustainability, and lifestyle to resonate with discerning consumers. The luxury sector’s ongoing emphasis on quality and exclusivity aligns with these strategic priorities.
Elizabeth Shelley from MBS Group noted the opportunity for Mulberry to enhance its brand by balancing heritage with innovation, potentially attracting new audiences. Despite current challenges, industry leaders remain optimistic about Mulberry’s trajectory under Baldo’s guidance.
Andrea Baldo’s appointment as CEO is seen as a pivotal moment for Mulberry, promising strategic growth and renewed brand momentum.
