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Apple turns to Burberry's Ahrendts to revitalize retail stores

October 15, 2013

Apple Inc. has tapped Burberry Group PLC Chief Executive Angela Ahrendts to lead the brand's retail efforts and oversee the "strategic direction, expansion and operation" of Apple's retail and online stores, the company said.

Apple has been hunting for its next retail head since the departure of Ron Johnson, who left Apple in 2011 to unsuccessfully lead JC Penney. According to wsj.com, JC Penney also pursued Ahrendts for its own top job, citing a source familiar with the situation.

Ahrendts' move to Apple marks the company's push to revitalize its once iconic but now often copied retail stores. Ahrendts successfully led Burberry's turnaround during her tenure with the fashion house, more than tripling sales and quadrupling share prices, while also restoring the luxury brand's perceived exclusivity.

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