Burberry posts 2% rise in Q2 sales as China returns to growth

Burberry beat market expectations with a 2% increase in second-quarter comparable store sales, marking a recovery after seven quarters of decline and a return to growth in its key Chinese market.

The British luxury brand has refocused on heritage items like trench coats and scarves, aligning creative decisions with commercial strategy to restore its core identity. Adjusted operating profit for the six months ended September 27 reached £19 million (€21.5 million), well above market forecasts of £12 million (€13.6 million), compared to a loss of £41 million (€46.3 million) in the same period last year.

Shares rose 2% in early trading and have gained 28% since the start of 2025, as investors welcomed Schulman’s marketing overhaul, cost-cutting measures, and a broader recovery in the luxury sector. Burberry plans to leverage “scarf bars” in stores to showcase cashmere scarves priced between $450 and $1,150, with holiday shopping this quarter seen as a key test of the brand’s renewed strategy.