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Burberry Bounces Back: Luxury Brand Sees Sales Surge in China
13 Nov
Summary
- Burberry sees first sales growth in nearly 2 years
- 3% increase in sales in China, a sign of recovery
- CEO confident Burberry's "best chapters lie ahead"
In a promising sign for the luxury fashion industry, Burberry has reported its first sales growth in nearly two years. According to the company's latest financial update, sales at Burberry stores open for more than a year increased by 2% in the three months leading up to September 27th, 2025.
The recovery was particularly strong in China, where sales rose by 3%. This suggests the post-pandemic slowdown in the region may be easing, providing a boost for the British brand. Burberry's CEO, Joshua Schulman, said the results are "proof points" that the company's turnaround strategy is working.
Schulman, who took over the top job in July 2024, has been focused on refocusing Burberry on its iconic "timeless British luxury" products, such as its £1,900 check-print coats. The brand's high-profile marketing campaigns, featuring celebrities like Cara Delevingne and Rosie Huntington-Whiteley, have also helped improve perceptions.
Looking ahead, Schulman expressed confidence that Burberry's "best chapters lie ahead," despite acknowledging there is still more work to be done. The company's shares rose 4% in early trading on the back of the positive sales update.
