Burberry ‘continues to build momentum’ with sales growth

Burberry has today reported revenue growth of 1% to £665 million for the 13 weeks ended 27 December 2025, with retail sales up 3%, as its ‘Burberry Forward’ strategy gains momentum.

The luxury British brand delivered a higher quality of revenue across all channels and regions, as it “returned to a shorter, shallower and more discreet markdown period”.

Burberry saw double-digit growth in Gen Z customers in Greater China and Asia Pacific, further strengthening its reach with younger consumers across all regions.

There was also continued “outperformance of hero categories”, with outerwear and scarves both up double digits. Product momentum is now also extending to handbags and ready-to-wear.

Burberry CEO Joshua Schulman said: “During the festive quarter, we continued to build momentum with our Burberry Forward strategy, delivering sequential improvement in comparable sales growth and an improved quality of revenue across channels and geographies.

“Our customers responded to our immersive Timeless British Luxury campaigns and experiences while the continued strength in our core outerwear category is now extending into accessories and ready-to wear.

“As we move into 170 years of Burberry, these results reaffirm the enduring strength of our iconic brand and give us confidence in the path ahead.”

Trading for Q3 was particularly strong in Greater China, rising 6% and doubling growth from Q2 – “driven by local spend”.

Asia Pacific accelerated to 5%, led by a strong rebound in South Korea, up 13%, which was driven by both local demand and Chinese tourist spend. Japan grew 2%, in line with Q2, despite softer tourist activity.

Trading in the Americas grew 2% with new and local customer growth, while EMEIA was flat with locals offsetting declines in tourist spend, which continued to impact performance.

Burberry has already seen strong customer response to spring 26, “driving significant sell-through improvement, building on momentum from AW25”.

The full-year outlook gives Burberry “increased confidence in the direction of the business”.