Burberry says online “momentum” has continued for the third quarter in a row as it makes progress in its transformation programme.
The British luxury fashion brand today reports retail revenues of £433mn in the quarter to June 28 2025 – down by 6% on the previous year. Like-for-like store sales were down by 1%, improved from a fall of 21% a year earlier.
In the EMEIA (Europe, Middle East, India and Africa) region, sales grew by 1% as local spending offset tourist declines. Sales in the Americas grew by 4%. But sales in greater China were down by 5% – including a 4% decline in mainland China. Sales in the Asia Pacific region fell by 4%.
“Over the past year, we have moved from stabilising the business to driving Burberry Forward with confidence,” says Burberry chief executive Joshua Schulman. “The improvement in our first quarter comparable sales, strength in our core categories, and uptick in brand desirability gives 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.”
Online ‘momentum’
During the first quarter, says Burberry, it has focused on marketing, merchandising, products and online. The business aims to save £80mn a year through a cost-efficiency programme. Online, says the retailer, “momentum continued for the third consecutive quarter driven by stronger product mix, universal styling and storytelling.”
At the same time its Autumn 25 collection, the first in its ‘Burberry Forward’ era, is built around “fewer, bigger ideas” as it promotes “recognisable brand codes” and aims to attract a “broad range” of luxury customers.
Looking ahead, Burberry says it will continue to invest in the business, focusing on margin improvement, simplification, productivity and cash flow. It says: “We remain confident that we are positioning the business for a return to sustainable, profitable growth.”
Burberry ranks Top250 in the RetailX UK500 2025.
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