It is an iconic English company that has its roots in rural Somerset, but now fashion house Mulberry is set to have a new French boss.

After a search lasting almost a year, the luxury goods company has announced it has bagged 46-year-old Bruno Guillon from leading French rival Hermès.

On March 1 Mr Guillon will become chief executive of Mulberry, which has its factory and headquarters at the Rookery in Chilcompton.

He will take over the position from retiring chief executive Godfrey Davis, who will continue as non-executive chairman after a three-month handover.

It is the latest development for Mulberry and came after the company announced booming half-year profits with sales up by 47 per cent.

Since 2002 the firm has flourished, with help from its celebrity endorsements, such as the launch of the Alexa bag – inspired by model and TV presenter Alexa Chung.

Mr Guillon joins Mulberry from Hermès Sellier SARL, the leading French luxury brand where he is managing director of Hermès France, responsible for the operations of the group's French subsidiary, a position he has held for four years.

He joined Hermès in 2001 having previously worked at LVMH and Nina Ricci.

Mr Guillon said: "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."