Burberry, the digital luxury retailer, has announced that Angela Ahrends is to step down as CEO by mid-2014 paving the way for Christopher Bailey who is to be appointed Chief Creative and Chief Executive Officer.

Ms Ahrendts will take up a newly created position at Apple as a Senior Vice President with oversight of Apple retail and online stores. She will report directly to CEO Tim Cook. 

The video announcement, in true Burberry fashion, is digitally stylish. 

Ms Ahrendts has been credited with turning the British fashion house into a globally recognised firm.

She is the second fashion executive to be hired by Apple. Three months earlier, Apple recruited Paul Deneve, the former Chief Executive of Yves Saint Laurent for ‘special projects’ amidst rumours of ‘iWatch’ development, highlighting the importance of fashion in technology and engineering.

Angela Ahrendts – comments in a statement:

“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. I have always admired the innovation and impact Apple products and services have on people’s lives and hope in some small way I can help contribute to the company’s continued success and leadership in changing the world” 

The departure was announced as Burberry released trading results revealing 17% growth in underlying retail sales in the six months to the end of September. Retail sales from stores open at least a year grew by 13%, helped by double-digit growth in Asia Pacific and the Europe, Middle East, India and Africa division, as well as high single-digit growth in the Americas. Total revenue rose 14% to £1.03bn.