Burberry Returns to Profit With 6% Sales Growth in Tough Market

Burberry posted a return to profit after its back-to-basics turnaround strategy delivered a 6% rise in sales over the summer, the British luxury house reported, with coats, jackets and handbags leading the recovery.

Chief executive Joshua Schulman credited what he described as a "democratic approach" to the brand — spanning products from £85 socks to £9,000 coats — for helping Burberry outperform a "challenging luxury market" that has weighed on competitors across the sector.

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Sales gains were particularly pronounced in China and the United States, with both online and wholesale channels contributing to the stronger-than-expected performance. The results suggest Burberry's strategy of re-centering its identity around core British heritage products is gaining traction with consumers in two of the world's most important luxury markets.

The turnaround marks a significant inflection point for the brand, which had been grappling with softening demand and strategic drift in prior periods. Schulman, who took the helm to steer the label back toward its signature outerwear and accessories strengths, struck a confident tone, stating simply: "Our strategy is working."

While the broader luxury industry continues to face headwinds from cautious consumer spending and macroeconomic uncertainty, Burberry's latest results offer an early signal that focused brand positioning and channel diversification can help legacy houses navigate the downturn. Continue reading at Business | The Guardian.