Burberry Q1 sales up 5% on strong US and China demand

British luxury fashion house Burberry has reported a rise in sales for the first quarter of its fiscal year, crediting its ongoing turnaround strategy and strong demand in the Americas and China. The company announced on Friday, July 17, 2026, that retail revenue increased by 5 percent to 455 million pounds for the 13 weeks ending June 27, compared to the same period last year.

Chief Executive Joshua Schulman expressed satisfaction with the progress, stating the company's "Burberry Forward" initiative, launched in late 2024, is proving effective. The strategy involves a renewed focus on British heritage and an adjusted pricing approach, moving away from some ultra-luxury lines. Growth was driven by a 12 percent sales increase in the Americas and a 9 percent rise in Greater China, where local shoppers and strong demand from Gen Z customers provided a particular boost. Sales in South Korea grew by 11 percent, though this was partly offset by a 2 percent decline in Japan.

The positive performance was tempered by a 3 percent sales drop in the Europe, Middle East, and Africa region. Company officials directly linked this decline to the ongoing conflict involving Iran, which has...