Burberry has reported a 2% rise in comparable store sales for the second quarter of fiscal 2026, marking the first quarterly growth in two years and signaling a positive shift in its turnaround strategy. The results, released on November 13, 2025, show that the luxury brand’s retail performance has improved after seven consecutive quarters of decline, with the Americas and Greater China regions leading the recovery.
Sales and Financial Highlights
Burberry’s comparable store sales climbed 2% in Q2, reversing a 1% decline in Q1 and exceeding analysts’ expectations of 1% growth. The company’s overall revenue for the first half of 2026 was £1.03 billion, down 3% compared to the previous year, but the return to positive retail sales is a strong indicator of renewed customer interest. Adjusted operating profit reached £19 million, with gross margin expanding by 410 basis points to 67.9%, driven by the removal of non-recurring inventory headwinds and tighter financial discipline.vogue+6
Regionally, the Americas posted a 3% growth in comparable sales, while EMEIA (Europe, Middle East, India, and Africa) grew 1%. The Greater China region saw a significant turnaround, moving from a 5% decline in Q1 to 3% growth in Q2, reflecting the impact of new marketing campaigns and improved product offerings.
Japan also returned to growth in the second quarter. Product-wise, outerwear and soft accessories (scarves and accessories) were the main growth drivers, with double-digit growth for scarves and accessories. Leather goods showed sequential improvement, though they remain a challenge for the brand.
The company’s focus on its “Timeless British Luxury” brand expression and the launch of over 100 scarf bars have contributed to the improved in-store experience and customer engagement.
Strategic Turnaround and Brand Desirability Burberry’s CEO, Joshua Schulman, attributed the positive results to the “Burberry Forward” strategic plan, which aims to restore brand relevance and value creation…
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