Burberry sales rebound

In mid‑July 2026 Burberry announced its first quarterly sales growth in three years, reporting a 5 % rise in comparable retail sales to £455 million for the 13 weeks to 27 June. The uplift was led by the Americas (+12 %) and Greater China (+9 %), with South Korea also contributing double‑digit gains. The company attributed the turnaround to its “Burberry Forward” strategy, which emphasizes British heritage, inventory trimming and pricing adjustments aimed at Gen‑Z shoppers. Despite the positive numbers, the share price fell about 7 % after investors expressed disappointment with the outlook and unchanged remuneration plans.

A week later, Burberry reaffirmed the 5 % year‑on‑year increase, highlighting continued strength in Greater China driven by Gen‑Z demand. Analysts noted a broader luxury shift toward fine jewelry and other “hard‑luxury” items, suggesting the brand’s recovery is being supported by changing consumer preferences in key Asian markets.