Andrea Baldo has been appointed as Mulberry’s new chief executive, effective 1 September 2024.
- Baldo brings a wealth of experience from his previous roles at prestigious fashion brands including Maison Martin Margiela and Ganni.
- His leadership style is characterised by a focus on inclusivity, sustainability, and internal talent development.
- Experts believe Baldo’s background makes him well-suited to navigate Mulberry’s transition in the luxury sector.
- Baldo’s international experience is seen as a key asset for expanding Mulberry’s global presence.
Andrea Baldo, a seasoned executive in the fashion industry, has been appointed as the new chief executive of British luxury brand Mulberry, commencing his role on 1 September 2024. Baldo’s illustrious career began at the French fashion house Maison Martin Margiela where he served as general manager, and he later held senior positions at Diesel, Marni, and Coccinelle in Italy. Most recently, Baldo led Danish brand Ganni to expand globally and secure a B Corp certification, demonstrating his ability to drive change and growth.
Baldo’s tenure at Ganni is noted for his emphasis on inclusivity and sustainability, which differentiated the brand in a competitive market. Mathew Dixon from executive search consultancy DHR Global, commended Baldo for his collaborative leadership style, focusing on core brand values that resonated with consumers and reduced staff turnover. This approach is anticipated to be beneficial for Mulberry as it undergoes strategic shifts.
Caroline Pill from Heidrick & Struggles praised Baldo as a well-rounded leader, highlighting his empathy and hands-on approach. Despite the transition from Ganni’s Scandinavian fashion to Mulberry’s leather goods, Pill expressed confidence in Baldo’s capability, especially considering his past experience with Coccinelle, a brand specialising in leather goods and accessories.
Industry analysts have lauded Baldo’s strategic prowess in brand and product development. His efforts at Ganni saw the brand outsell clothing in favour of footwear and accessories, marking a significant shift in revenue streams. Sarah Murray from Keller Monroe Executive Search described Baldo’s appointment at Mulberry as strategically sound, given his proven track record of enhancing brand positioning and product offerings.
While Mulberry’s revenues dipped 4% year-on-year for the fiscal year ending 30 March 2024, experts suggest that Baldo’s long-term brand management focus could revitalise and harness Mulberry’s British heritage, craftsmanship, and commitment to quality. Fflur Roberts of Euromonitor International identified these as essential pillars for Mulberry to distinguish itself in the luxury market, alongside Baldo’s plans to invigorate the brand’s DNA.
Baldo’s expertise in expanding Ganni into Asian markets is seen as advantageous for Mulberry’s potential growth in regions like South Korea, with his understanding of international branding expected to foster Mulberry’s expansion. His leadership at Ganni showed his ability to create a global brand presence, which will be critical as Mulberry aims to broaden its reach and appeal.
Despite the challenges facing the luxury fashion sector post-pandemic, the consensus among industry experts is optimistic regarding Baldo’s ability to steer Mulberry successfully. Realigning Mulberry’s positioning while leveraging its historical strengths could lead to renewed relevance and market traction.
With Andrea Baldo at the helm, Mulberry is poised for strategic transformation, leveraging his extensive experience and innovative leadership.
