Burberry Reports Smaller-Than-Expected Sales Decline, Boosting Investor Confidence

The luxury brand's turnaround strategy shows early promise, with strong U.S. performance and renewed focus on core products driving improved results.

Burberry's third-quarter comparable store sales fell 4%, significantly better than the 12% decline analysts had forecast.
The company's U.S. sales grew 4%, supported by a successful marketing push and strong performance at its refurbished New York flagship store.
Asia-Pacific sales dropped 9%, with mainland China down 7%, though this marked an improvement from the previous quarter's 28% decline.
Core product categories like outerwear and scarves outperformed globally, bolstered by targeted campaigns such as 'It’s Always Burberry Weather' and 'Wrapped in Burberry.'
CEO Joshua Schulman’s 'Burberry Forward' strategy, launched in November, aims to stabilize the business and reposition the brand for sustainable growth, though challenges remain in key markets.