Andrea Baldo is appointed the new CEO of Mulberry, effective September 1, 2024, bringing a wealth of experience in fashion retail.
- Baldo previously held leading roles at Maison Martin Margiela, Diesel, Marni, and Coccinelle, and served as CEO at Ganni.
- Ganni achieved B Corp status under Baldo’s leadership and expanded its presence globally, particularly in accessories.
- Industry experts praise Baldo’s inclusive and sustainable approach, marking him as a transformative leader.
- As Mulberry faces declining revenues, Baldo is expected to redefine the brand’s strategy focusing on heritage, craftsmanship, and sustainability.
On July 9, Andrea Baldo was appointed as the new chief executive of British luxury brand Mulberry, effective from September 1, 2024. Baldo’s illustrious career in fashion began as the general manager for the French fashion house Maison Martin Margiela in 2002. Since then, he has held senior positions in notable fashion brands such as Diesel, Marni, and Coccinelle in Italy, and ultimately ascended to CEO of Ganni, a Danish womenswear label, in 2018.
Under Baldo’s stewardship, Ganni gained B Corp certification, significantly ramped up its offerings in footwear and accessories, and expanded into markets in the UK, US, China, Australia, and Thailand. His exemplary leadership was recognized through his inclusion in Drapers’ Power 100 list of influential fashion industry leaders in both 2022 and 2023.
Described by Mathew Dixon of DHR Global as a collaborative leader who eschews traditional CEO practices, Baldo prioritizes inclusivity and sustainability. This approach not only differentiated Ganni in the competitive fashion market but also fostered a thriving internal culture with notably low staff turnover, according to Dixon.
Caroline Pill of executive search firm Heidrick & Struggles regards Baldo as an empathetic and hands-on leader, hopeful that his transition from Ganni’s fashion-forward environment to the leather-focused Mulberry will be seamless given his previous role at Coccinelle, a brand specializing in leather goods.
Industry stakeholders see Baldo’s appointment as a beneficial move for Mulberry, particularly in areas of brand development and sustainability. Sarah Murray of Keller Monroe Executive Search notes Baldo’s track record in defining brand positions and spearing product innovation, suggesting his influence could lead to substantial gains for Mulberry.
The task at hand for Baldo includes addressing Mulberry’s year-on-year 4% dip in revenues by focusing on the brand’s core facets: British heritage, craftsmanship, quality, sustainability, and lifestyle. Market research expert Fflur Roberts of Euromonitor International emphasizes the importance of these elements in differentiating Mulberry in the luxury sector.
The potential for growth, particularly in South Korea and other Asian markets, is amplified by Baldo’s international experience. Mulberry’s expansion into these territories can leverage the ‘Danish brand kudos’ that Baldo brings from his tenure at Ganni, as noted by Elizabeth Shelley of MBS Group.
The collaborative success Baldo achieved at Ganni is seen as a strong indicator of his potential to reinvigorate Mulberry. Elena Kirioukhina, a retail consultant, underlines Baldo’s acumen in establishing a brand’s international footprint as essential for Mulberry’s future.
Ultimately, Andrea Baldo’s leadership style and track record suggest an exciting future for Mulberry, where a refreshed focus on core brand values and international expansion could redefine its market position.
With Andrea Baldo’s experience and forward-thinking leadership, Mulberry stands poised for renewed growth and innovation.
