LONDON – Burberry has named Gavin Haig, formerly chief executive officer of Belstaff, to the newly-created post of chief commercial officer.

He will begin work on April 23. An announcement is expected today.

Haig, who left Belstaff earlier this year, will be responsible for all regions in which Burberry operates and will report to Marco Gobbetti, ceo of Burberry.

Before Belstaff, Haig spent a decade at Cartier, where he led commercial teams globally as managing director international. He has also held senior positions at Alfred Dunhill and Wedgwood.

Gobbetti said Haig has “extensive experience in global luxury retail, which will be invaluable as we implement our strategy.”

Haig, worked at Belstaff from 2014 until earlier this year, built up that brand, groomed it for a sale and eventually helped to find a buyer in Ineos. Belstaff was formerly owned by JAB, which last year announced it was exiting the luxury industry.

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