Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Luxury

Burberry Replaces CEO as High-End Push Falters

The British trench coat maker has named Joshua Schulman its new chief executive, replacing Jonathan Akeroyd, as its latest attempt to push upmarket fails.
Burberry Group Plc replaced its chief executive officer and suspended its dividend after a downturn in the luxury industry thwarted the British trench coat maker’s effort to challenge high-end labels such as Chanel and Louis Vuitton.
Burberry Group Plc replaced its chief executive officer and suspended its dividend after a downturn in the luxury industry thwarted the British trench coat maker’s effort to challenge high-end labels such as Chanel and Louis Vuitton. (Getty)
By

Jonathan Akeroyd is departing after less than two-and-a-half years at the British company, and will be replaced by Joshua Schulman, a former CEO of Michael Kors, Coach and Jimmy Choo. The share price, which had nearly halved since Akeroyd took charge in April 2022, fell more than 10 percent in early London trading.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Does Burberry Have the Wrong Strategy?

The British trench coat maker’s latest revamp has faltered. Some point to executional errors, but Burberry may need to rethink its strategy and become a ‘British Coach,’ writes Luca Solca.

Is Burberry a Victim of Its Own Strategy?

After a decade of turnaround attempts, the British trenchcoat maker’s efforts to thrive as a top luxury player continue to falter. The brand needs more accessible prices and marketing — and quick.

Burberry Sales Fell 12 Percent in Early 2024

The brand isn’t the only one struggling in a cooling luxury market, but the weak numbers increase pressure on CEO Jonathan Akeroyd to deliver Burberry’s long-awaited turnaround.

In This Article
Topics
People
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.

Missoni’s Plans Under New Ownership

The Italian knitwear house joins a growing list of heritage brands sold to outside investors. Chief executive Livio Proli discusses the strategy behind Missoni’s next phase.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.