Luxury fashion brand Mulberry has appointed Billie O’Connor as chief financial officer as part of its plans to turn the business around.

She will take over the role from Charles Anderson, who announced his departure earlier this month.

O’Connor joins Mulberry from Milk & More, a subsidiary of the Muller Group, where she joined to drive the turnaround and eventual sale of the business. She has also held a variety of finance roles at Selfridges, Marks & Spencer and Esporta Group.

Mulberry has also announced plans to transform sales following losses of £15.7 million for the 26 weeks to 28 September, compared to £12.8 million in the previous year. Sales during this period declined by 19 per cent to £56.1 million.

Over the festive period, the company said group revenue had declined by 18.3 per cent with trade in the UK down by 20 per cent.

Under its new strategy, dubbed “back to the Mulberry spirit,” the company said it would focus on simplifying the business, refreshing the brand, and connecting with its customers.

Mulberry said it would enhance insights into customers by using data platforms and CRM tools which will help the company improve customer personalisation, improve the in-store experience and refine the product launch structure.

Additionally, Mulberry will refocus on the UK market, concentrate on growth in the US and reduce emphasis on China.

As part of its efforts to refresh the brand, Mulberry said it would emphasis its British identity to appeal to a global fashion audience.

It will also strengthen partnerships with retailers including John Lewis.

"We need to get back to where we came from and return to the spirit of Mulberry,” said Andrea Baldo, chief executive office at Mulberry. “First created by Roger Saul over 50 years ago, it is this Britishness, cultural relevance, creativity and responsible craftsmanship that is so loved by our customers.

“These strengths, along with our unique price position, sets us apart from the market.”

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