Burberry sees ‘uptick in brand desirability’ but says turnaround is still in early stages

The luxury fashion retailer reports retail sales at constant exchange rates declined 2% in the 13 weeks ended June 28 2025, but comparable retail sales “improved sequentially in all regions”. 

Comparable store sales declined 1%, with changes in its store estate and currency impacting overall results 1% and 4% respectively. Retail revenue landed at £433m, down 6% at reported exchange rates. 

The strongest growth for Burberry was in the Americas, which grew 4% as new customers discovered the brand, while EMEIA grew 1% as local spend offset declines from tourists. Greater China decreased 5% and Asia Pacific was down 4% as a challenging performance in Japan partially offset growth in South Korea. 

As part of its turnaround strategy, Burberry said it would focus on the brand’s heritage, and “hero” the most recognisable elements of the fashion label, such as its signature plaid. The retailer said as a result, it had seen “stronger brand desirability” across all regions, as well as outperformance in outerwear, scarves and improved conversion rates.

Burberry also reported that its “cost efficiency programme” was on track to deliver £80m in annualised savings by the end of the financial year in 2026. 

Burberry chief executive officer Joshua Schulman said: “Over the past year, we have moved from stabilising the business to driving Burberry forward with confidence. The improvement in our first quarter comparable sales, strength in our core categories, and uptick in brand desirability give us conviction in the path ahead.

“Our autumn 2025 collection is being well received by a broad range of luxury customers as it arrives in stores. Although the external environment remains challenging and we are still in the early stages of our transformation, we are encouraged by the initial progress we are starting to see.”