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Burberry’s Q1 Sales Decline Narrows as ‘Burberry Forward’ Takes Hold

Early gains in outerwear plus regional sales growth in the Americas and EMEIA underscore the impact of Schulman’s simplification paired with cost-cutting measures.

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Overview

  • Retail revenue fell 6% to £433 million in the 13 weeks to June 28 with comparable store sales down just 1%, a sharp improvement from a 21% plunge last year.
  • Sales rose 4% in the Americas and 1% in EMEIA while Greater China fell 5% and wider Asia-Pacific declined 4%.
  • The ‘Burberry Forward’ overhaul targets £80 million in annual savings by 2026 and includes proposals to cut about 1,700 jobs worldwide.
  • Outerwear and scarves led category growth and online sales also improved as part of early turnaround signs.
  • Shares have more than doubled over three months, boosting expectations of FTSE 100 re-entry as Burberry forecasts further momentum in the second half.