Angela Ahrendts she was promoted again to serve as executive vice president, with full responsibility for the complete line of Liz Claiborne products, services and development across both women's and men's lines. Ahrendts joined Burberry in January 2006, and took up the position of CEO on July 1, 2006 replacing Rose Marie Bravo. Ahrendts mitigated the brand's decline in prestige by immediately limiting the number of clothing and accessories carrying the Burberry check pattern to 10%, minimizing the damage ubiquitous counterfeits had caused to sales. She also oversaw the buying back of the brand's fragrance and beauty product licenses and the buying
White Stuff Clothing Perfume Shop. In 2018, Jo Jenkins, previously at Marks and Spencer joined the company as CEO. By 2018, the company had grown to have more than 115 stores across England, Wales, Scotland and Northern Ireland, including stores in Guernsey and Isle of Man. White Stuff is also available in many House of Fraser and John Lewis stores in the UK, and in Germany as part of Karstadt. The White Stuff Foundation was founded in May 2010, in celebration of the company's 25th anniversary. Today the foundation is based in Lambeth, London. White Stuff Clothing stated their aim to fulfil 25