Birks Group shares surge 12.07% intraday after reporting 11.8% holiday sales increase driven by European Boutique acquisition and strong branded product sales.

Birks Group surged 12.07% intraday following the release of robust holiday sales results, with net sales rising 11.8% year-on-year for the eight-week period ended December 27, 2025. The increase was driven by the acquisition of European Boutique luxury timepiece and jewelry stores, alongside stronger sales of branded timepieces and Birks jewelry in retail and e-commerce channels. Comparable store sales also grew 2.5%, reflecting improved performance in core product categories. Executive Chairman Niccolò Rossi di Montelera highlighted the acquisition and operational momentum as key contributors to the results, reinforcing investor confidence in the company’s strategic direction and execution during the critical holiday season.