PARIS, Sept 1 LVMH has hired as its new head of digital Ian Rogers, from Apple, as part of the luxury group’s drive to more fully embrace the Internet.

“He will build on the foundations laid by Thomas Romieu, take the houses to the next level and explore new opportunities for the group in the digital sphere”, Bernard Arnault, chairman and chief executive officer of LVMH, told WWD, referring to the company’s digital director.

After Apple’s acquisition of Beats Music, Rogers led the way for Beats1 online radio for Apple Music, which competes with Spotify, Pandora (NYSE:P) and others in the streaming music space.

Arnault said: “I am happy to welcome Ian into our Group to strengthen our digital ecosystem.

“This appointment is perfectly logical and foreseeable as for two years Apple has been recruiting several senior executives from the luxury industry, so it is time that luxury opens itself up to real digital talents”, said Eric Briones, who consults luxury companies on their communication strategies. There, he became VP and General Manager, Music.

The digital music veteran has a long career in the industry, working for the Beastie Boys, Yahoo (NASDAQ:YHOO), and Beats. In recent years, the luxury giant has “diversified from fashion, beauty, liquors and retail by expanding its holdings into hotels, yacht building and media”. Major brands, such as Louis Vuitton, Marc Jacobs, Dior, Möet, and more are subsidiaries of LVMH, a company formed out of the merger between Louis Vuitton, Möet & Chandon, and Hennessy.