Burberry Feels Retail Industry Pain, Luxury Brand To Cut Jobs Amid Reorganization

Burberry Group (BURBY) will cut an unspecified number of jobs at its head office as it looks to reorganize its fashion business, sources told Bloomberg.

The London-based retailer is looking to consolidate its product collection to include ready-to-wear, accessories, and shoes as moves toward more quality offerings while becoming a more agile brand, the company said.

Burberry, which has seen its sales decline during the coronavirus pandemic, is reportedly turning towards products such as handbags and accessories that have been more successful for its competitors, which include LVMH’s Louis Vuitton and Hermes International.

The reorganization, led by CEO Marco Gobbetti, has reportedly been escalated as the company feels the pain of the coronavirus pandemic. Amid the virus, Burberry saw sales drop amid temporary store closures during stay-at-home orders.

“Prior to Covid-19, we were delivering strong momentum across our brand and product, with sales ahead of our expectations,” Gobbetti said in a statement. “Since then, the global health emergency has had a profound impact on the world, our industry and Burberry but I am very proud of the way we have responded. We have taken swift action to mitigate the financial impact on our business, while prioritizing the safety and wellbeing of our teams and customers.”

Analysts expect Burberry on Wednesday to report a 49% decline in sales for the first quarter.

The number of jobs to be cut at Burberry’s London office remains unclear, according to Bloomberg.

Burberry employs over 10,000 workers. The company did not furlough any of its U.K.-based staff during the pandemic, unlike many other retailers.

“We have the right structures in place for the next phase of our strategy, adding that it is “designed to enhance our product focus and enable us to be more agile and more specialized, ultimately bringing us closer to our customer and driving luxury standards," a Burberry representative told Bloomberg in a statement about the reorganization.

Shares of Burberry were trading at $19.95 as of 2:59 p.m. ET, up $0.33 or 1.66%