The British luxury brand recorded higher sales in the US and China, where it says it has won over Gen Z shoppers.
Key takeaways
Burberry reported stronger-than-expected sales growth in the US and China, driven by a new marketing strategy targeting younger shoppers. The company's adjusted operating profit for the first half of fiscal 2027 exceeded analyst estimates, despite declining sales in Europe and the Middle East.
- Americas sales rose 11% and Greater China sales increased 5% in the July-September quarter.
- Adjusted operating profit for the first half of fiscal 2027 reached £62 million, beating the £44 million estimate.
- Europe and Middle East sales fell for the third consecutive quarter due to regional conflict and weaker tourism.
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Burberry's sales rose 11% in the Americas and 5% in Greater China in the July-September quarter. (EPA Images pic)LONDON: British luxury brand Burberry reported second-quarter sales and profit above market estimates, bucking a broader luxury slowdown that has weighed on larger rivals.
While sales at luxury conglomerates like LVMH and Kering have struggled to grow, the much smaller British luxury brand has increased sales in the US and China, where it says it has won over Gen Z shoppers.
Since taking over in mid-2024, CEO Joshua Schulman has focused on projecting a warm image of Britishness by playing on cultural tropes and marketing that involves casting British cinema and TV icons in quirky short films.
