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Burberry boss credited with de-chaving the luxury brand is to head up Apple’s retail operation.Angela Ahrendts, CEO of Burberry, is to leave the British luxury brand for a role as Senior VP of Apple’s Retail and Online Stores.

The strategy guru, attributed as spearheading Burberry’s retail finesse, whose stores are described as “one of the most technologically advanced stores in the UK” complete with iPads customers can browse. She will be a member of Apple’s executive team, in a newly created position, Cupertino announced.

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One of the UKs highest paid CEOs, Ahrendts is also an expert on China markets – Apple’s second most important market outside the US, which it is looking to aggressively grow.
She will report to CEO Tim Cook, who has described her as “wicked smart.”

Ahrendts will oversee the strategic direction, and operation of Apple retail and online stores, already a retail icon with features like the Genius Bar, Personal Setup and One to One personal training.

“I am thrilled that Angela will be joining our team,” said Cook.

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“She shares our values and our focus on innovation, and she places the same strong emphasis as we do on the customer experience. She has shown herself to be an extraordinary leader throughout her career and has a proven track record.”

“I am profoundly honored to join Apple in this newly created position next year, and very much look forward to working with the global teams to further enrich the consumer experience on and offline,” said Ahrendts.

Prior to Burberry, she was executive vice president at Liz Claiborne and president of Donna Karan International.

Apple is growing its retail footprint globally, having opened up new locations in Oz this year, including Canberra.

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