Company profile
- Industry
- Luxury goods
- Founded
- 1856
- Headquarters
- London, United Kingdom
- Ownership
- Publicly traded
Profiles are auto-generated and infrequently updated.
Decisions on record
2 verified Decision Records on Burberry, and the casebook each one belongs to.
| Fork date | Decision type | What Burberry chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2006 | The Turnaround | Reposition and reclaim control | in May 2025, Burberry added plans to cut up to 1,700 jobs and widened the savings target to £60m by end of 2027 (2025-05) | Read the story → | The Turnaround Casebook → |
| 2018 | Crisis Response | End destruction practice | Burberry reserved the right to still dispose of damaged, defective, or expired beauty products where recycling is not possible (2018-09) | Read the story → | Crisis Response Casebook → |
Videos on Burberry
Run one of these yourself
The decisions Burberry faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Crisis & ReinventionThe Crisis ResponseWhat is one more quarter of not acting worth?See the pack →Business ModelThe Pricing Model ChangeWhat does changing how you charge cost before it starts paying?See the pack →Crisis & ReinventionThe TurnaroundIs this plan a turnaround, and can it be finished?See the pack →
The analyses
The Crisis Response · Crisis & Reinvention
The Whole Industry Burns Stock. Burberry Put £28.6m of It in the Annual Report.
In July 2018, a single line in Burberry's annual report blew up: £28.6m of finished goods physically destroyed in one year, £90m since 2013. The shock wasn't the burning. The whole industry burns. The shock was that Burberry wrote it down.
7 min
The Overreach · Business Model
Burberry Spent £700M Climbing the Luxury Ladder. It Still Had One Foot in the Outlet Mall.
Burberry poured £700M+ over seven years into becoming a true luxury house. Over that period, sales grew roughly 9%. Meanwhile, over the past decade, LVMH's shares rose nearly 400%. The reason wasn't the price hikes — it was the 30% of revenue still coming from off-price outlet stores it never dared to fix.
8 min
The Turnaround · Crisis & Reinvention
Burberry Forward Is the Fifth Reinvention in 25 Years — and Reinvention Is the Disease
In 2024 Burberry launched 'Burberry Forward,' its latest rescue plan, after revenue fell 15% to £2.46bn and the dividend was suspended. It's the fifth reinvention in 25 years - and the reinventing is the disease, not the cure.
8 min
The Turnaround · Crisis & Reinvention
Burberry's Famous Comeback Never Happened the Way You Were Told
The myth: one CEO arrived and rescued Burberry from the chav crisis. The records say otherwise — revenue grew from £716m to nearly £1bn straight through the crisis, two CEOs did the work across 17 years, and every CEO since has had to do it again.
8 min