Burberry momentum builds after strong end to 2025

 For the 13 weeks to December 27, 2025, Burberry reported 3% growth in comparable store sales year-on-year and 2% growth to £665m. While sales growth was flat in Europe, Burberry delivered 2% growth in the Americas, 6% in Greater China, and 5% growth in Asia Pacific.

The 6% growth in Greater China was double that of the previous quarter, while the growth in Asia Pacific was driven by a 13% jump in South Korea – which was driven by both “local demand and Chinese tourist spend”.

The luxury British retailer also noted double-digit growth among Gen Z customers in both Greater China and Asia Pacific, and said it was “strengthening reach with younger consumers across all regions”.

Burberry also pulled out the “continued outperformance of hero categories” such as outerwear and scarves, with double-digit sales growth during the period.

The brand also noted “improved retail productivity” during the period, driven by “richer visual displays, globally consistent festive activations, and the rollout of 190 scarf bars, with 200 on track by year-end”.

Moving into the final quarter of the financial year, Burberry said it had “increased confidence in the direction of the business” and expected adjusted operating profits to be in line with consensus.

Chief executive Joshua Schulman said: “During the festive quarter, we continued to build momentum with our ‘Burberry Forward’ strategy, delivering sequential improvement in comparable sales growth and an improved quality of revenue across channels and geographies.

“Our customers responded to our immersive ‘Timeless British Luxury’ campaigns and experiences, while the continued strength in our core outerwear category is now extending into accessories and ready-to-wear.

“As we move into 170 years of Burberry, these results reaffirm the enduring strength of our iconic brand and give us confidence in the path ahead.”