The Burberry Group PLC published its first quarterly report for the thirteen weeks until June 28, 2025. This shows an improvement in comparable sales and increasing brand attractiveness in the course of the transformation strategy.
In the first quarter of the 2026 financial year, Burberry recorded retail sales of £ 433 million (around 500 million euros). This corresponds to a decline of six percent in designated exchange rates and two percent in constant exchange rates compared to the first quarter of the 2025 financial year. Comparable retail sales decreased by one percent.
However, the comparable retail sales gradually improved compared to the previous quarter in all regions. In Europe, the Middle East and Africa grew by one percent, supported by local expenses. In North and South America, sales increased by four percent, which was promoted by the growth of new ones. Großchina recorded a decline of five percent, with the Chinese mainland declining by four percent. The Asia-Pacific region decreased by four percent, which is due to a difficult development in Japan, some of which was compensated for by growth in South Korea.
“Last year we stabilized the business and now confidently drive Burberry ahead,” said Burberry CEO Joshua Schulman. “The improvement of our comparable sales in the first quarter, the strength of our core categories and the increasing brand attractiveness reinforce us in our way. Our autumn/winter collection 2025 is well received by a wide range of luxury customers as soon as it is in the shop. that we see, encouraged. “
The company took several measures in the first quarter to drive its initiative ‘Burberry Forward’. This included the reinforcement of the brand expression ‘timeless British luxury’ by unmistakable monthly campaigns. The autumn/winter collection 2025 was reoriented to address a wide range of luxury customers with a focus on the core brand codes. The visual design in the shops was optimized with devices to improve product density. In particular, the scarf-bar pilot test exceeds expectations; 200 of them should be set up by the end of the year.
Online dynamics stood the third quarter in a row, which is due to a stronger product mix, universal styling and storytelling. Organizational changes were also implemented to promote cooperation and agility. The cost efficiency program is still well on the way to achieve 26 annual savings of 80 million British pounds by the financial year.
Burberry focuses on further improvement in brand attractiveness
With a view to the entire financial year, Burberry admits that it is still in the initial phase of the trend reversal and that the macroeconomic environment remains unsafe. The focus of the company this year is to build on the first advances in the re -awakening of brand attractiveness, which is considered a key requirement for sales growth.
In the first half of the financial year, Burberry will continue to prioritize investments, in the expectation that the effects of its initiatives will increase in the course of the year. The company strives for an improvement in the margin through a continued focus on simplification, productivity and cash flow and confirms its trust in positioning the company for a return to sustainable, profitable growth.
This article was used with digital tools translated.
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