Apple has poached another high fashion executive for its  top team, this time appointing Burberry chief exec Angela Ahrendts as SVP of retail and online stores, a new role within the company.

Having led Burberry since 2001, Ahrendts is credited with transforming the company into a global brand. It saw double-digit growth in sales in the APAC region in its H1 this year, also announced today, with the US experiencing ‘high single-digit growth. Online outperformed retail shopping in all regions, with sales via iPads also doing well, the company said. Burberry made total revenue of £1.03m in H1, 14 per cent growth year-on-year.

The company is also a leader in mobile marketing, with campaigns like Burberry Kisses launched this year, as well as the debut of interactive catwalks. Apple is yet to launch a mobile website.

“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,” Ahrendts said . “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.”

Burberry’s chief creative officer Christopher Bailey will take the reins when Ahrendts leaves in mid-2014.

FashTech

Back in July, Apple appointed Yves Sant Laurent chief exec Paul Peneve to lead ‘special projects, with speculation around his involvement in iWatch design and launch. At the same time, Burberry chose Telefónica Digitals CEO Matthew Key to join its board as a non-executive director.