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Multichannel service underpins Burberry sales growth

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Burberry chief creative and chief executive Christopher Bailey said this week that an 8% rise in retail sales was down to the company’s success in serving its customers both online and offline.

The company, an Elite retailer in the customer dimension of Internet Retailing’s IRUK 500 research, reported retail revenue of £407m in the three months to June 30, a rise of 8% compared to the same time last year, or 10% when currency fluctuations were taken into account.

Bailey welcomed the sales rise. He said: “This reflects our ongoing emphasis on serving our customers ever more effectively on and offline, and continued innovation in design and marketing – particularly around the iconic, British-made products that performed so well in the period.”

Burberry saw double-digit sales growth in Europe, the Middle East, India and Africa, while the Americas saw high single digit growth, and Asia Pacific low single-digit growth. Sales fell in Hong Kong, which the luxury lifestyle retailer described as “a challenging luxury market”.

Digital “outperformed”, with the rise driven by mobile sales as well as record customer engagement through digital channels that included a mens runway show.

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