'This is once in a generation restoration': Burberry's CEO praises role of 'iconic' Castleford trench coat site
The chief executive of Burberry has highlighted the importance of a “once in a generation” upgrade to its Yorkshire factory as the luxury brand revealed it had secured five consecutive quarters of growth.
Joshua Schulman said Burberry was investing in its factory in Castleford, West Yorkshire, where it makes its “iconic” trench coats.
Earlier this year, Burberry revealed it had started a two-year renovation of its Castleford facility, reinforcing its commitment to making trench coats in the UK and preserving British craftsmanship.
On a call with reporters following the publication of Burberry’s half year results, Mr Schulman said that “today the brand is stronger and the business is healthier” adding: “We are outperforming a challenging luxury market. Our product offer is resonating and our strategy is working.”
He said Burberry was achieving strong growth in its flagship cities in Europe and the UK.
When asked about the importance of the UK to Burberry, he added: “Up north we are investing in our manufacturing site in Castleford..it’s a once in a generation restoration of a site that makes the iconic trench coat.”
In a statement to accompany the results, he added: “Two years ago, we launched Burberry Forward. Today, our brand and our business are stronger. Five consecutive quarters of growth and improved quality of sales demonstrate that our strategy is working.
"In H1 (the first half), we delivered growth across Womenswear, Menswear, Childrenswear and Accessories in an uncertain environment. Having laid the foundations for growth, I am more confident than ever that we will realise the full potential of this extraordinary British luxury brand.”
Burberry said it had secured continued progress of its “Burberry Forward” strategy, with comparable retail sales up 4 per cent in both H1 (the first half) and Q2 (the second quarter).
Richard Hunter, Head of Markets at interactive investor, commented: “The “Burberry Forward” strategy is gaining momentum as the brand increasingly resonates with the Gen Z cohort, keeping the group relevant to a younger generation.
“The CEO is now over two years into his tenure and has injected a breath of fresh air into the brand’s fortunes. The group previously described the full year results in May as a meaningful inflection point, and with good reason.
"It is no coincidence that the share price has risen by 21% over the last two years, but equally promisingly Burberry is fully aware of the difficult economic backdrop and that in any event its transformation is far from complete.
"The interim results show continued progress on several fronts. Revenue rose by 6% to £1.1 billion and adjusted operating profit came in at £62 million, as compared to a loss of £19 million in the corresponding period last year.
"This translates to a pre-tax profit of £19 million versus a previous £48 million loss and underneath the bonnet it is becoming increasingly clear that the strategy is gaining traction.
"Outerwear sales grew in the double-digit range, boosted by rainwear, while more broadly womenswear was another performer. The e-commerce contribution saw growth in sales in the mid-teens percentage range, adding to the appeal of physical stores across a number of geographies.”
Burberry said it didn’t segment staff by site, but its total employee headcount in direct operations was 7,299 at the end of the 2025/26 financial year, according to its annual report.