Burberry targets 50% increase in sales with new strategy

Burberry has revealed a new long-term strategy to drive revenue growth and acceleration, which will aim to see the group’s sales of leather goods, shoes and women’s ready-to-wear, as well as outerwear and accessories grow by 50%.  

According to the luxury fashion label, it plans to convert all of its stores to its new strategy by the end of the 2026 financial year and boost its sales densities by more than 50% to £25k per square metre. 

By strengthening its distribution across all channels and regions, Burberry also anticipates doubling its e-commerce revenue to reach around 15% of retail sales in the medium term. 

The group’s new strategy comes as it plans to “refocus” on Britishness and strengthen its connection with British design, craft and culture. 

The new strategy will also see that the brand amplifies its marketing and communication with “high levels” of impact. 

Jonathan Akeroyd, CEO of Burberry, said: “Burberry has an extraordinary legacy, a unique British heritage and a very strong platform to build on, as shown in our half-year results. Our focus in this next phase is on growth and acceleration. We have a clear plan to achieve this across brand, product and distribution and a very talented designer in Daniel Lee, supported by a passionate team. 

“I am confident in our ability to deliver our medium-term targets and realise our potential as the modern British luxury brand. I am excited about what we can achieve in pursuit of our long-term ambition to reach £5bn in revenue.”