The Burberry Rebuild Is Starting to Work — Step by Step

Burberry has begun to turn the corner under CEO Josh Schulman, with Q1 FY25 results showing stronger-than-expected performance despite continued macroeconomic challenges. Comparable store sales declined just 1% versus a 21% drop a year ago, and global conversion rates are up significantly—led by local customers rather than tourists. Strategic shifts include repositioning the brand around “timeless British luxury,” expanding pricing architecture, and launching immersive campaigns like the Highgrove and Ibiza activations. Schulman is also driving operational efficiency, including a 20% planned headcount reduction by 2027. With a 27% rise in share price year-to-date and potential re-entry into the FTSE 100, Burberry’s multiyear transformation plan appears to be gaining traction.

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