Burberry

Burberry is a British luxury fashion house founded in 1856 by Thomas Burberry, headquartered in London and listed on the London Stock Exchange. The trench coat, in production since World War I, is the brand’s defining product. Outerwear and scarves form the commercial core, supported by the trademarked check pattern, leather goods, fragrances, and accessories.

CEO Joshua Schulman launched the “Burberry Forward” strategy in November 2024, pulling the brand back to outerwear and scarves after a period of leather-goods-led repositioning. Stores are being reformatted around the shift: trench destinations, scarf bars, broader entry-level price points alongside the heritage range. Pinnacle trench coats continue to be made in Castleford, England, with core scarves produced at a long-term Scottish supplier. For mall operators, the change means a different category mix in the box and lower price floors than the 2022–2023 leather-goods era.

Burberry operates 415 directly operated stores and 28 franchise locations as of December 2025, across Americas, EMEIA, and Asia Pacific. Asia Pacific accounts for more than half of the directly operated network, with Greater China (Mainland China, Hong Kong, Macau, and Taiwan) reported as a separate segment given its weight in the luxury portfolio.