British label Mulberry has appointed the former Hermes managing director Bruno Guillon as its new chief executive to promote its expansion into markets in Asia and the U.S.

Guillon, 46, has been in the luxury industry for around two decades and has previously worked for other high-end brands like Nina Ricci and LVMH.

Mulberry, known for its leather products, has reportedly been looking for a new chief executive since the start of the year. The appointment of Guillon comes at a time when the company has reported triple annual profits of £15.6 million, with sales of up to 62 percent despite the ongoing economic crisis.

"I am delighted to be joining Mulberry and look forward to continuing the dynamic success that the group has achieved. It is a great English brand with a unique heritage and an exceptional opportunity for growth," the Telegraph quoted Guillon following his appointment.

Despite its popularity in the industry, there is a strong need for the company to focus on its expansion plans particularly in the growing Asian market. Luxury demand in certain countries in Asia and the Middle-East has indicated an upward trend.

Besides Asia, there have also been reports that the group is planning for new store establishments in Germany and the U.S.