Burberry, the British luxury fashion house, has experienced a significant increase in sales in recent months, driven by a post-Covid rebound in shoppers in China and high demand for its iconic trench coat. The company announced that its revenues had jumped by 18 per cent between April and June, compared to the same period last year.
The spike in sales was primarily fueled by a remarkable 46 per cent growth in mainland China, which is Burberry’s largest market. As Covid lockdown measures were lifted, Chinese shoppers returned to stores, contributing to the surge in revenue. Ongoing social restrictions had previously impacted the retailer’s sales in China, but the country started easing its zero-Covid policy at the beginning of the year.
Burberry also experienced strong sales growth in other Asian markets, with a 44 per cent increase in Japan and a 39 per cent increase in the South Asia Pacific region. These positive performances in Asia outweighed a decline in sales in the Americas. Revenues in the Europe, Middle East, India, and Africa (EMEA) region were bolstered by tourists who were shopping in these areas.
The company attributed its sales growth to the strong demand for its heritage raincoats, leading to a 36 per cent year-on-year increase in outerwear sales. Leather bags, particularly the vintage check bags and Frances bag, also sold well. Burberry’s CEO, Jonathan Akeroyd, expressed satisfaction with the results, highlighting the ongoing recovery in mainland China and the strength of their core product categories.
While acknowledging the uncertain macroeconomic environment, Akeroyd expressed confidence in achieving Burberry’s full-year 2024 and medium-term guidance. The company has set a medium-term revenue target of £ 4 billion.
Bharat Tex Special Report 2026 
