Merchant Innovation

Ex-Burberry Chief Begins Recreating Apple's Retail Sector

After months of waiting since CEO Tim Cook announced her hire in the fall of 2013, spring has come and with it Angela Ahrendts to head up Apple's struggling retail section.

Ahrendts comes to Apple via Burberry, the British luxury retail brand who turn-around and modern re-invention she oversaw as the company's CEO since 2006. Under Ahrendts' leadership, annual revenue at the company tripled and the brand made its first concerted and successful online push in an attempt to capture the eCommerce market.

Ahrendts' faces a potentially daunting task at Apple, who iPad sales and revenue forecasts came as a disappointment to some investors who are looking for more form the tech powerhouse. Sales in Apple retail stores were also down in 2013 with a growth rate of $20.23 billion, or 7 percent. This is a far cry from the 44 percent growth rate of 2010. The section Ahrendts takes over has also has faced challenges since the departure of Apple store architect Ron Johnson in 2011. CEO Tim Cook has been running the department as interim head since the departure of John Browett.

PYMNTS' Karen Webster has written about what Ahrendt brings to iPhone, to check it out click here.

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