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In 2017, we set out to transform and grow our brand, elevating Burberry to a true luxury positioning. Since then, we have re-energised our brand image, strengthened our product offer, and reimagined how our customers experience our brand – in store and online.

Today, we’re focused on realising our potential as the modern British luxury brand.

We’re taking the richness of our heritage and our unique attributes and are reinterpreting them with a modern vision and aesthetic. We’re also harnessing these attributes – such as our Britishness – to unlock and drive growth.

Building on our strong platform, we’re targeting revenue of £4bn in the medium term. This is part of our longer-term ambition to develop Burberry into a £5 billion revenue brand. 





Britishness is at the heart of our brand and product. We’re harnessing our unique heritage and leveraging what makes Burberry special to enhance our storytelling and drive growth. We’re also taking the richness of our British history and reinterpreting it with a modern vision that will colour our innovative and disruptive campaigns. These campaigns and activations will be relevant, coherent, and connected to who we are and the products we offer.


We’re known for creating beautiful luxury products that are made to last. Under the creative direction of Daniel Lee, we’re evolving our leather goods by bringing an even greater level of desirability to our offer. Within outerwear, we’re building on our legacy of innovation by developing newer categories, such as quilts and downs, and diversifying our silhouettes. Shoes is a huge growth category for our industry, and we’re building an offer that covers both formal and casualwear and focuses on the outdoors – a natural fit for Burberry. We want our customers to look and feel their best each day, so we’re creating a luxury wardrobe that is both relatable and wearable. We’re also developing a distinctive aesthetic for Burberry womenswear.


We’re strengthening our distribution by rolling out our new store concept at pace, and transforming productivity. We have an elevated wholesale distribution network and are developing a stronger presence in key wholesale doors. We are deepening our relationship with our community through innovation, developing new digitally-powered experiences to excite our customers around the world. We’re also enhancing the user experience across both our website and mobile app so our customers can better connect with our brand and discover the products they love with ease.


Execution is key to delivering our strategy. We’re simplifying our processes and improving efficiency in product development and supply chain, ensuring a better connection between merchandising and design. At the same time, we’re continuing to deliver on our bold sustainability commitments and positively impact our communities. Our people are fundamental to this, and we’re passionate about ensuring they’re supported and inspired to deliver great outcomes for our customers, communities and stakeholders.