Burberry's 2,000 Cotswolds handbag hits a sweet spot' with Americans

"During Mother's Day in North America the customer has been responding to our vintage check introductions and Cotswolds lines. We've hit a sweet spot on price and value for money in a luxury context. The Cotswolds, which runs through counties including Gloucestershire and Oxfordshire, have become popular with wealthy Americans, and has been referred to as the Hamptons of England."

"He said Burberry had phased out its Knight bag, which was selling at more than 2,400 for certain versions, and last year brought in the Cotswolds bags which are priced at around and under 2,000. Schulman who joined Burberry in 2024 said the shift marked a change from a focus under Burberry's previous management on all attention on bags and having those at pinnacle price points without recognisable brand signatures."

"Burberry on Thursday reported a return to full-year profits amid rising sales in the US and China. The company made pre-tax profits of 49m in the year to 28 March, compared with a loss of 66m a year before as it cut 80m of annual costs, trimmed store numbers and won back Chinese and North American shoppers. Sales were flat year-on-year, once the impact of exchange rates was taken into account, at 2.4bn."

"Schulman said a revival had been led by core categories of scarves and outerwear but sales of ready-to-wear items had now taken off, bag sales were beginning to improve, and the brand had strong attraction to younger shoppers. Global sales were knocked"

Burberry reported that a new 2,000 handbag named after the Cotswolds increased sales. The tote bags combine leather with the signature Burberry check and delivered the brand’s best bag sales performance since 2023. During Mother’s Day in North America, customers responded to vintage check introductions and the Cotswolds line. The Cotswolds, spanning counties including Gloucestershire and Oxfordshire, has grown in popularity with wealthy Americans and is often compared to the Hamptons of England. Burberry phased out the Knight bag, priced above 2,400 for some versions, and replaced it with Cotswolds bags priced around and under 2,000. Burberry also returned to full-year profits, supported by rising sales in the US and China and cost reductions.

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