Burberry Stock Surges as CEO Vows to Refocus on Core Products

Burberry Group plc (BURBY), the iconic British luxury fashion house, has seen its stock price surge following the announcement of a strategic refocus on its core products by new CEO Joshua Schulman. The company's shares rose as much as 17% in London trading on Thursday, although they remain 40% lower for the year. This strategic shift comes as Burberry grapples with slowing demand from Chinese consumers and a broader slowdown in the luxury market.

Schulman, who previously served as CEO of Michael Kors and Coach, acknowledged that the company's recent underperformance was due in part to a lack of focus on its core outerwear and scarf categories. To address these challenges, Burberry will refocus on its strengths, emphasizing timeless British luxury and discipline in its brand management. The company plans to introduce a "scarf bar" in stores, offering a wide range of scarves to attract customers, and add more entry-level products to its range, targeting a price point of under €2,000 for handbags, with a sweet spot at €1,600.

Burberry's new strategy aims to stabilize the business and position the brand for a return to sustainable, profitable growth. The company swung to a first-half loss of GBP53 million ($67.07 million) from a profit of GBP223 million the same period last year, while revenue for the six months to Sept. 28 fell 22% year-over-year to GBP1.09 billion, a 20% slump on a constant-currency basis.

Analysts have reacted cautiously to Burberry's new direction, with some expressing optimism about the company's ambitious foundations for its "Burberry Forward" strategy. However, others remain cautious, noting that Burberry still faces a mountain to climb, particularly with the continuing slump in China, a critical market for luxury brands. Despite the strategy overhaul and Schulman's pledges for reform, analysts currently rate Burberry as a "sell" due to the lack of measurable progress on the company's new direction.



As Burberry works to recover its footing, it faces formidable challenges: a weakened presence in key markets, the effects of a depressed global luxury sector, and a shaken investor confidence. Whether the "Burberry Forward" strategy can restore the brand's stature and profitability remains uncertain, but with Schulman at the helm, the luxury fashion giant appears ready to confront these hurdles with renewed focus and resolve.

In conclusion, Burberry's stock price has surged following the announcement of a strategic refocus on its core products, as the company seeks to stabilize its business and return to sustainable, profitable growth. While analysts remain cautious, Burberry's new direction under CEO Joshua Schulman holds promise for the iconic British luxury brand. As the company works to overcome its challenges, investors will watch closely to see if the "Burberry Forward" strategy can successfully restore the brand's competitiveness in the luxury market.