Former Reebok and adidas exec Tom Burrow joins Mulberry England as Chief Customer and Digital Officer

Tom Burrow has joined Mulberry England as Chief Customer and Digital Officer. 

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

Burrow was previously Chief Digital Officer at END. His CV also includes stints at Reebok (Vice President Digital Brand Commerce), adidas Group (Senior Director Digital Experience & Optimisation - Digital Brand Commerce), and Umbro (Head of Digital).

Challenging times

In June, Mulberry said it was in talks to raise more than £20 million as it faced widening annual losses and worsening trading conditions.

It launched a cash call after a “post-2024-25 year-end review by the executive management, and in light of an even more challenging trading environment”.

It added: “The board has concluded that the company will require additional capital to fund its growth strategy and achieve its desired financial targets.”

Discussions were underway with majority shareholder Challice – a group controlled by Singaporean entrepreneur Christina Ong and husband Ong Beng Seng – and major stakeholder Mike Ashley’s Frasers Group over the fundraising.

It came as Mulberry braced itself for an underlying pre-tax loss of around £23 million for the year to 29th March against losses of £22.6 million the previous year. Annual revenues slumped to around £120 million, although “material overall revenue growth” was expected in the new financial year.

2025 RTIH INNOVATION AWARDS

Digital retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.