Luxury brand Mulberry has appointed End Clothing exec Tom Burrow to its newly created position of chief customer and digital officer.

Under his new role, Burrow is set to lead transformation in how the fashion retailer engages with shoppers and drives commercial performance across its digital and omnichannel platforms.

The executive most recently served as chief digital officer of End Clothing from 2022 to 2025.

Burrow previously worked at Reebok, serving as its senior director customer experience from 2018 to 2020, before becoming its vice president digital brand commerce in 2020.

He has also held senior leadership roles at Adidas and Umbro.

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Mulberry CEO Andrea Baldo said: “We are delighted to welcome Tom to Mulberry as our first chief customer and digital officer.

“Tom brings deep experience in customer and digital leadership, having driven digital transformation and customer-centric growth at some of the world’s leading brands.

“His expertise and insight will be invaluable as we continue on our journey to reconnect with customers across our channels and get back to the Mulberry spirit.”

Burrow added: “Mulberry is an iconic lifestyle brand that I’ve admired for years, and I’m honoured to now be part of shaping its future.”

Mulberry named ex-Selfridges Group and M&S exec Billie O’Connor as its new chief financial officer in January, following the resignation of its finance boss at the start of the year.

In July, the company secured £20m in funding from its top shareholders to help fund its turnaround plan after reporting widening losses.

Mulberry received support from its two biggest investors, Challice and Frasers Group, with Frasers’ chief acquisition officer James France joining Mulberry’s board as a non-executive director as a result.