Burberry CFO says Asia has compelling prospects but faces increased competition (updated)

Burberry

15/04/2026 08:22

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HONG KONG, April 15 (Reuters) - Burberry Group's BRBY.L chief financial officer, Kate Ferry, said on Wednesday that Asia had very compelling long-term prospects for the luxury retailer, but recognised there would be intensified competition.

Ferry was speaking on a panel at the HSBC Global Investment Summit in Hong Kong.

"I think certainly the long term in Asia is very compelling, it's going to be more competitive," she said.

"And I think what really matters is how brands manage to forge their own path. What's going to be really important is a very clear brand identity, I think really strong product authority and actually a really deep understanding of local custom."

Burberry said in January that strong demand from Gen Z consumers in mainland China had helped it beat comparable store sales expectations for the quarter to December 27.

Sales in China rose 6% on a comparable basis as the brand continued its recovery in the key luxury market.

The company has made a concerted push into the country, and launched a campaign ahead of Chinese Lunar New Year to mark the Year of the Horse.

 (Reporting by Summer Zhen in Hong Kong; Writing by Scott Murdoch; Editing by Himani Sarkar and Kevin Buckland)

 ((Scott.Murdoch@thomsonreuters.com;))