Company profile
- Industry
- Luxury goods
- Founded
- 1856
- Headquarters
- London, United Kingdom
- Ownership
- Publicly traded
Profiles are auto-generated and infrequently updated.
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 · Decision Forks
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 · Decision Forks
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