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The Burberry CEO's New Bonus Scheme Burberry's CEO, Joshua Schulman, could earn up to £12.2m this year under a new bonus scheme introduced by the luxury British brand. Schulman, who was hired in July 2024 to help revive Burberry, was paid £4m in the year to March, up from £2.5m for his first nine months in the job. Details of the Bonus Scheme Schulman's basic pay will increase by 3% to £1.24m from July. He could earn a new long-term share bonus worth up to 300% of salary if he meets performance targets. The targets include increasing Burberry's annual revenues to £3.1bn by 2029. Financial Performance Burberry made pre-tax profits of £49m in the year to 28 March, compared with a loss of £66m in the previous 12 months. Sales were flat year on year at £2.4bn, once the effect of exchange rates was taken into account. Impact on Executive Pay The pay package of Kate Ferry, the finance director of Burberry, more than doubled to £2.5m, up from £904,000 the previous year. Ferry could earn £5.6m this year if she hits all targets and Burberry's share price increases by 50%. Future Outlook The new bonus scheme aims to incentivize Schulman to meet performance targets and retain him by improving his pay position relative to those who head the brand's luxury peers. The scheme is intended to be "reasonable" and subject to "the delivery of stretching performance targets".

Burberry has reported a resurgence in bag sales after launching the £2,000 “Cotswolds” tote, a product that resonates with affluent American consumers and helps the British luxury house swing back to profitability.Introducing the £2,000 Cotswolds Tote: A Strategic ShiftJoshua Schulman, who took the helm in 2024, said the new tote blends leather with the iconic Burberry check and targets a “sweet spot on price and value for money in a luxury context.” The Cotswolds line replaces the higher‑priced Knight bag (over £2,400) and is priced “around and under £2,000”.Financial Upswing: Pre‑Tax Profit Swings and Cost CutsBurberry’s latest results show a clear financial reversal:Pre‑tax profit of £49 million for the year to 28 March, up from a loss of £66 million the previous year.Annual cost reductions of £80 million, achieved through store rationalisation and efficiency drives.Group sales of £2.4 billion, flat on a currency‑adjusted basis.Shares fell 5 % on the day of the announcement, reflecting market concerns over Middle‑East volatility.Why American Affluence and the ‘Hamptons of England’ MatterThe Cotswolds region, increasingly dubbed the “Hamptons of England”, has attracted wealthy U.S. buyers seeking British heritage. This cultural cachet translates into higher conversion rates for Burberry’s mid‑tier luxury items, especially during key moments such as Mother’s Day in North America.Outlook: Burberry’s Path to a £3 billion Sales MilestoneSchulman expressed confidence that the brand can exceed the £3 billion sales target, citing momentum in scarves, outerwear, ready‑to‑wear and a growing appeal among younger shoppers. Finance director Kate Ferry reaffirmed expectations to meet analyst profit forecasts despite geopolitical headwinds.