What’s Behind the Insider Buying at Burberry Group?

Burberry Group plc (BRBY:LN), a British luxury fashion house with deep heritage, is undergoing a strategic reset through its “Burberry Forward” plan. Known globally for its trench coats and scarves, the company is striving to reconnect with its roots while adapting to modern luxury trends. With a market capitalization of approximately £4.5 billion, Burberry remains a prominent player in the global luxury sector. Despite a difficult macroeconomic backdrop and a sharp drop in earnings, recent insider buying hints at renewed internal confidence

Insider Confidence Amid a Turnaround

In a rare and notable move, Burberry’s top executives made significant open-market purchases, the first such insider activity reported in 2025. CEO Joshua Schulman acquired 29,744 shares on June 27, investing around £437,007. On the same day, CFO Catherine Elizabeth Ferry bought 3,228 shares for approximately £48,788. Such insider transactions, especially from leadership during a transformation phase, often signal belief in the company’s long-term value potential.

Tough Earnings, But Strategic Shifts Underway

Burberry’s fiscal year ending March 2025 was marked by a 17% drop in reported revenue to £2.46 billion, and a stark 94% decline in adjusted operating profit to just £26 million. Diluted EPS fell into negative territory at (14.8p), compared to 73.9p the previous year. Despite these headwinds, free cash flow remained positive at £65 million.

CEO Schulman remains optimistic, highlighting that the turnaround plan is already improving brand sentiment and second-half performance. The company has refocused on core categories like outerwear and scarves and is enhancing its in-store and digital experience.

Looking Ahead

Burberry’s leadership is doubling down with personal investments, suggesting internal conviction in the success of its turnaround. While financials reflect a business under pressure, insider buying and strategic realignment could indicate that Burberry’s best days lie ahead.