Burberry says the business has “increased confidence” in its direction after enjoying a festive sales uptick.

The London-based fashion house saw comparable store sales rise 3% year-on-year in the 13 weeks to 27 December, compared to a 4% fall the year prior. Retail revenue rose 0.9% to £665m over the period versus Christmas 2024.

CEO Joshua Schulman claimed the business built momentum around its ‘Burberry Forward’ strategy, delivering “sequential improvement” in comparable sales growth and “improved quality of revenue” across different channels and geographies.

Citing “increased confidence in the direction of the business”, Burberry is continuing to invest in its signature outerwear and accessories ranges, with purchases of personalised scarves up 50%.

Burberry now expects 2026 adjusted operating profit to be in line with analyst consensus estimates of £149m, up sharply from £26m in 2025. That said, the 2026 projections are 64% lower than the £418m achieved in 2024.

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“Our customers responded to our immersive ‘Timeless British Luxury’ campaigns and experiences, while the continued strength in our core outerwear category is now extending into accessories and ready-to-wear,” said Schulman.

Sales were up 6% in Greater China, fuelled by local spend and 5% higher in Asia Pacific as a whole. Japan grew 2% in line with Q2, although reduced tourist activity continued to be a factor.

The Americas registered a 2% sales uptick, supported by local spend over the festive period and continued growth in new customers. Across Europe, Middle East, India and Africa comparable spend remained flat, which was attributed to a decline in tourist spend. 

Burberry’s success on social media was highlighted by CFO Kate Ferry. The brand’s average Instagram reach increased by double digits during the quarter, complemented by a strong performance across digital and social platforms in China. Branded search was also up double digits globally.

“As we move into 170 years of Burberry, these results reaffirm the enduring strength of our iconic brand and give us confidence in the path ahead,” Schulman concluded.