Burberry of the United Kingdom sees a sequential sales recovery despite the dip in the revenue of the first quarter

British Luxury Fashion House Burberry Group Plc recorded a 6 % decrease on an annual basis (YOY) of retail revenue at £ 433 million (~ $ 580.22 million) in the first quarter (Q1) ended on 28 June 2025, down by £ 458 million in the same period last year. At exchange costs (CER), the decline was more modest to 2 %, with a 1 % dip in comparable sales of the shops and further resistance of 1 % from the space of the archives.However, the brand highlighted the signs of the first progress in its transformation path under the strategy of Burberry Forward. Comparable retail sales have improved in sequence in all regions compared to the previous quarter, supported by a greater desiability of the brand, Surpers in main categories such as outdoor clothing and scarves and improvement of the conversion of customers, said Burberry in a press release.

Burberry recorded a 6 % drop on an annual basis in the retail revenues of the first quarter of Fy26 at £ 433 million (~ $ 580.22 million), although comparable sales decreased only by 1 %. The sequential improvement was observed in all regions, led by the Americas to 4 % and EMEIA at 1 %. The key initiatives in the context of its Burberry Forward strategy, including brand campaigns, shop updates and costs efficiency – show first signs of progress.

The comparable sales of the shops have increased by 1 %, since a strong local expenditure has contributed to compensating the weakest demand in the demand in Europe, the Middle East, India and Africa (Emeia). The Americas have recorded a 4 %increase, guided by the growth of new customers. Major China saw a 5 %fall in sales, with continental China falling by 4 %. The Pacific Asia recorded a 4 % reduction due to a demanding performance in Japan, partially balanced by growth in South Korea.

Burberry has launched several initiatives in the quarter to reposition the brand and accelerate growth. A series of monthly campaigns – High Summer, Highgrove and Festival – have selected British summer traditions while it is aimed at several customer segments.

The Autumn 2025 collection, re -financed under the vision of Burberry Forward, focused on a fewer number of iconic pieces that highlight recognizable brand codes.

The store improvements included updated visual merchandising and the introduction of a scarf bar driver, which overperformed the wider fleet of shops, with 200 installations aimed at the end of the year. Online growth continued for the third consecutive quarter, supported by an improvement in the mix of products, a universal style and an improved narrative.

The organizational changes have been implemented to encourage collaboration and agility and the cost efficiency program remains on the right way to offer 80 million pounds in annual savings by the tax year.

Burberry recognized that the macroeconomic environment remains demanding and reiterated that it is still in the early stages of its commercial turning point. The company plans to give priority to investments through the first half of the tax year 2026 (FY26), with an emphasis on the desability of the rekindling brand, a key factor for high -level future growth.

The company aims to provide an improvement of margins in the fiscal year through the continuous simplification, productivity and strong discipline of the cash flow, with particular attention to the return to sustainable and profitable growth.

The company also introduced a new regional structure in the fiscal year: the large China included continental China, Hong Kong Sar, Macau Sar and Taiwan; The Pacific Asia included the rest of Asia including Japan, South Korea, South -East Asia, Australia and New Zealand.

“Over the past year, we have moved from the company stabilization to push Burberry forward with confidence. The improvement of our comparable sales of the first quarter, the strength in our fundamental categories and the increase in the desability of the brand give us a condemnation in the path to come. Our autumn collection 2025 is well accepted by a wide luxury range while the shops arrives. Even if the external environment is still encouraged by our first stages Stars of the first stagues. Joshua Schulman, Burberry’s CEO (CEO).

Fiber2fashion news desk (sg)