UPDATE 1-Burberry CEO to take label up-market, focus on bags, fashion

(Adds CEO quote, results)

LONDON, Nov 9 (Reuters) - British luxury brand Burberry will shift further up-market by focusing on leather goods and fashion and cutting sales to non-luxury stores, initially in the United States, under a plan by new Chief Executive Marco Gobbetti.

The company said last week that Christopher Bailey, the designer who turned Burberry into a global label, would leave next year.

"By re-energising our product and customer experience to establish our position firmly in luxury, we will play in the most rewarding, enduring segment of the market," Gobbetti said.

Gobbetti unveiled the plan alongside Burberry's first-half results, which saw revenue rise by an underlying 4 percent to 1.26 billion pounds ($1.66 billion), with comparable sales also up a better-than-expected 4 percent.

Adjusted operating profit rose 17 percent to 185 million pounds, it said, beating the market forecast of 167 million pounds. ($1 = 0.7607 pounds) (Reporting by Paul Sandle; editing by Costas Pitas)