Growth in the Americas and Greater China helped the British luxury house deliver its fourth consecutive quarter of comparable sales gains.
Key Takeaways
- Outerwear delivered double-digit growth, while women’s handbags returned to growth and Gen Z customer numbers rose by double digits.
- Burberry’s comparable retail sales increased 5 percent, marking the company’s fourth consecutive quarter of growth.
- Retail revenue reached £455 million, up 5 percent on a reported basis and 4 percent at constant exchange rates.
- The Americas led regional growth with a 12 percent increase, followed by Greater China at 9 percent.
Burberry reported continued progress in the first quarter of its 2026-27 financial year, with comparable retail sales rising 5 percent during the 13 weeks ended June 27.
Retail revenue reached £455 million, up 5 percent on a reported basis and 4 percent at constant exchange rates. The result marked Burberry’s fourth consecutive quarter of comparable sales growth as the company continued implementing its Burberry Forward turnaround strategy.
“For the first time in three years, we saw growth across our womenswear, menswear, accessories and childrenswear divisions, anchored by the outperformance of outerwear,” chief executive officer Joshua Schulman said. “Our strategy is working.”
The Americas delivered the strongest regional performance, with comparable sales increasing 12 percent on broad-based customer acquisition and local demand. Greater China followed with 9 percent growth, supported by what Burberry described as outsized gains among Gen Z consumers.
Asia-Pacific sales rose 3 percent. South Korea advanced 11 percent, supported by local clients and tourist spending, while Japan declined 2 percent amid a continued drop in visitors from China.
Europe, the Middle East, India and Africa was the only region to contract, with comparable sales falling 3 percent. Burberry attributed the result to conflict in the Middle East and lower tourist spending. Excluding the Middle East, the region declined 1 percent.
Outerwear remained a key growth driver, with sales increasing at a double-digit rate across heritage rainwear, lightweight jackets and seasonal products. The company also recorded ready-to-wear growth in knitwear, polo shirts and swimwear, while women’s handbags returned to growth.
Burberry’s Portraits of an Icon campaign, which centered on the house’s trench coat, contributed to a 19 percent increase in new rainwear customers. The company also reported double-digit growth among Gen Z clients across the business.
E-commerce sales increased at a mid-teens rate during the quarter. Burberry said improvements to clienteling, visual merchandising and dedicated product areas also helped strengthen store productivity. The company opened 97 polo-focused galleries by Father’s Day, building on its earlier rollout of scarf bars.
The brand has increased its wholesale guidance for the first half of the financial year following a positive response from retail partners.
Looking ahead, Burberry expects to deliver full-year revenue growth and margin expansion in line with its financial objectives. The company nevertheless remains cautious about geopolitical and macroeconomic uncertainty and its potential effect on consumer confidence.
“We are attracting a broad range of luxury customers across product categories, channels and geographies,” Schulman said, “reinforcing my confidence in the opportunities ahead.”