Burberry Finally Returns To Growth

After several quarters of decline, the iconic British fashion house Burberry is finally returning to growth: for the second quarter of its fiscal year, sales increased by 2% on a comparable basis. This is slightly higher (+1%) than financial analysts' expectations. Although the group is still suffering from a decline in revenue for the six months ending in September, recording a 5% drop to £1.03 billion (€1.16 billion), the signs in recent months have been encouraging.

This is good news for the company, which, under the leadership of Joshua Schulman, has been engaged for over a year in a comprehensive recovery plan consisting of several actions: refocusing its offering on its flagship products—notably trench coats and scarves—streamlining costs (including a 20% reduction in headcount), and rekindling desire for the brand.

This positive turnaround is simply the result of efforts to reposition the historic fashion house. Indeed, in a luxury market marked by uncertainty and tension, Burberry is once again focusing on “accessible British outerwear,” while retaining and updating its London DNA. The company is thus making up for some previous missteps with price increases for shoes and leather goods in a highly competitive premium market.

Asia remains a key but complex market for the British company. In mainland China, sales are growing again with a 3% increase this quarter, after more than a year of negative results. The stakes in Asia are enormous: the brand has historically had a strong presence in China (stores, digital presence, social commerce, and local influencers) but still needs to succeed in appealing to young people.

The seven consecutive quarters of declining sales now seem to be a thing of the past. Joshua Schulman has successfully reworked the brand's identity to bring it closer to its iconic codes, thanks in particular to the excellent work carried out by creative director Daniel Lee in coordination with the sales teams.

Alongside its financial results, Burberry shone at the last Fashion Week: the Spring/Summer 2026 collection presented in London in September 2025 struck a decidedly “Cool Britannia” note, inspired by festivals, rock music, revisited tartans, and a playful yet high-end spirit. The show—held in the prestigious setting of Kensington Gardens—restored the brand's visibility, cultural capital, and modernity, all of which contribute to its appeal among customers and distributors. According to the latest report from French company Onclusive, during the last London Fashion Week, Burberry monopolized 87% of the “digital conversation” on social media, thanks to a strategy entirely designed for Asia and the presence of major K-pop figures such as Seungmin from the group Stray Kids.