Joshua Schulman (born 1972 in Los Angeles, California) has been the Chief Executive Officer of Burberry since July 17, 2024. Renowned for turnaround expertise across global luxury brands, Schulman has set a bold new vision for Burberry during a transformative period.
Early Life and Career Background
Joshua Schulman attended New York University and Parsons School of Design before starting his fashion career. He held executive roles at Gucci and Yves Saint Laurent, managed global merchandising, and was CEO of Jimmy Choo in London from 2007–2012.
From 2012–2017, Schulman was President of Bergdorf Goodman, then Brand President of Coach (2017–2020), and CEO of Michael Kors (2021–2022). He is credited with restoring accessible luxury at Coach and revitalizing product and marketing.
Leadership at Burberry (2024–Present)
Schulman took the Burberry CEO role and Executive Director seat on July 17, 2024. Partnering with Daniel Lee (Chief Creative Officer), Schulman began strengthening Burberry’s identity around “quintessentially British” luxury.
Strategic Achievements and Impact
- Announced a major restructuring, cutting 1,700 jobs to save £100 million by 2027.
- Refocused products on British icons: scarves, trench coats, umbrellas, pulling back on high-price ambitions for bags and shoes.
- Share price surged 14% in one day after strategic reset; board aims to double shares within three years.
- Schulman earned £2.6 million for his first nine months, with bonuses tied to shareholder returns.
- Set strict pricing and product focus (“accessible luxury”), returning to iconic staples.
Recent Developments
- 2025: Burberry reported a £66 million annual loss, from a £383 million profit the prior year, prompting Schulman’s cost-cutting drive.
- The board praised Schulman’s reputation for brand revival and creative vision.
- Schulman’s ethos: “timeless British luxury,” balancing heritage with modern accessibility.
Legacy and Vision
Joshua Schulman pushes Burberry toward its codes of timeless British luxury, blending heritage, modern customer insight, cost discipline, and creative focus for a bold brand renaissance.
Milestones and Achievements
| Year | Milestone | Achievement/Impact |
| 2007–2012 | CEO, Jimmy Choo (London) | Global expansion at a luxury powerhouse |
| 2012–2017 | President, Bergdorf Goodman | U.S. luxury sector leadership |
| 2017–2020 | Brand President, Coach | Product turnaround and accessible luxury |
| 2021–2022 | CEO, Michael Kors | Brand repositioning |
| Jul 17, 2024 | CEO, Burberry | Strategic reset, cost restructuring |
| 2025 | £100m saved, icons revived | Share price rebound and stronger creative direction |
