(News Bulletin 247) – The British label recorded much less bad sales than feared at the start of the year. The strategic plan launched last November begins to produce its first effects.

Hitled with the loss of speed of the luxury market, Burberry is gradually starting to harvest the first effects of its “Burberry Foward ‘strategic plan, its roadmap intended to revive the brand’s desirability.

And this return to the sources of British claw with timeless collections is starting to hit the bull’s eye with a customer -sensitive customers. Burberry revealed on Friday July 18, a better activity than expected on the period from April to the end of June, corresponding to its first quarter.

A Fall 2025 Collection Welcomed

Over the period, the group famous for its trench coat saw its income fall by 1% to a number of comparable stores. The activity still contracts but much less than in the end of the year (-6%) and that in the first quarter of 2024-2025, with a collapse of sales of 20%.

Another point encourage, the withdrawal is less marked than anticipated by analysts. According to a consensus available on the Burberry site, design offices covering the value awaited a 3% drop to a number of comparable stores.

In detail, sales have resumed the path of growth in Europe (+1%), when they increased by 4% in the Americas region, still in many comparable stores.

“The improvement of our sales comparable in the first quarter, the solidity of our main categories and the improvement of the brand’s desirability convince us of the path to follow,” said Josh Schulman in a press release.

“Our fall 2025 collection is well received by a wide range of luxury customers as soon as it arrives in store. Although the external environment remains difficult and we are only in the first stages of our transformation, we are encouraged by the first progress that we are starting to observe,” added the manager.

To the beginnings of his recovery

Burberry recalls that it is only up to the beginnings of his recovery and that he evolves in a macroeconomic environment always “uncertain”.

“This year, our goal is to rely on the first progress we have made to revive brand desirability, an essential condition for the group’s growth,” said the company.

During the first half, Burberry adds that he will give priority to investments and expect the effects of his initiatives “to strengthen as the year is advancing”.

“We will improve the margins by continuing to emphasize simplification, productivity and cash flows”, advances the group which remains “confident” in its ability to reconnect “with sustainable and profitable growth”.

On the London Stock Exchange, the Burberry action jumped 7% around 3:20 p.m. This comes in particular to support Kering which takes 2.8%, the closest comparable to the English group. The French company is also present in leather goods and has a brand positioning deemed close to Burberry by analysts.

Since the beginning of the year, Burberry has taken over 35% and even more than 76% over a year. The British label rebound is partly explained by the fact that its scholarship course had sunk into the stock market abyss in 2023 and 2024.