Burberry Group PLC on Monday said it boosted its executive team by adding a digital chief and a chief merchandising officer.

The luxury goods company said Giorgio Belloli joins as chief digital, customer & innovation officer.

‘Giorgio will be responsible for leading the global e-commerce, digital product, and analytics teams, as well as a newly-formed innovation function,’ Burberry said.

Belloli spent nine years at luxury fashion retail platform Farfetch. He was most recently its chief commercial & sustainability officer.

‘He has previously held senior roles at Alexander McQueen, Hussein Chalayan, and Prada,’ Burberry added.

Burberry named Delphine Sonder as chief merchandising officer, charged with ‘product strategy’ and planning in the ready-to-wear and accessories units.

Sonder spent five years at Saint Laurent as general merchandising director. She has also held senior roles at Louis Vuitton and Chloe.

Both appointments are with immediate effect.

Burberry’s leadership bolstering move comes after Paris-listed luxury goods firm LVMH Moet Hennessey Louis Vuitton SE also made changes at the top.

Among LVMH’s changes, Pietro Beccari will replace Michael Burke as head of Louis Vuitton, a brand famed for its handbags with the ubiquitous ’LV’ logo. Burke will take up ‘new responsibilities’.

Beccari was head of perfume and fashion brand Dior. That post now has been given to Delphine Arnault, the daughter of LVMH’s billionaire Chief Executive Bernard Arnault.

Burberry shares closed 0.2% higher at 2,271.94 pence each in London on Monday.

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