Burberry has named its first regional chief executive officers as part of plans to expand its global reach.

Pascal Perrier will become CEO of its Asia Pacific division, while Andrew Maag will become chief executive officer of the group's Europe, Middle East, India and Africa division.

Perrier joined Burberry in 2005 and has been president of Asia Pacific since 2007. In his new role, Perrier will continue to focus on unlocking future opportunities across digital, Burberry's new beauty division and emerging high-potential markets in South East Asia, as well as capturing and engaging the Chinese travelling luxury consumer in the region.  He will also oversee the integration of Burberry's business in Japan following the end of the existing license in 2015.

Maag joined Burberry in 2006 as senior vice president of menswear and has been president of Europe since 2010. Maag will focus will focus the team on building the new Beauty division in EMEIA, while continuing to lead the evolution of how retail teams unlock digital opportunities to achieve more meaningful consumer engagement. The trend towards consumers becoming increasingly channel agnostic is particularly prevalent in developing high growth markets such as the Middle East, Russia and India. Maag and his team will aim to capitalise on this trend by growing engagement across channels, the company said.

"I am thrilled to announce the promotion of Pascal and Andrew to their new roles, which underline the considerable opportunity we see in these markets," said CEO Angela Ahrendts.

"Pascal's leadership has been instrumental to the successful integration of our China business and wider growth of the Asia region, while Andrew has led the transformation of our European business and its integration with the high-growth emerging markets that offer huge potential for the Burberry brand.
 
"In their new roles, and working alongside their outstanding teams, I am confident that both Pascal and Andrew will continue to drive further focus, growth and innovation in their respective markets."