Burberry Bets On Heritage As Americans Lap Up Hamptons Of England Look
Key takeaways
- Retail Burberry Bets On Heritage As Americans Lap Up Hamptons Of England Look By Mark Faithfull,
- The British luxury house said its new Cotswolds handbag line, priced at around $2,650, has become a standout success with U.S.
- Joshua Schulman, who became CEO of Burberry in 2024, said the bags have resonated particularly well with American consumers seeking recognizable luxury at more accessible price points.
Retail Burberry Bets On Heritage As Americans Lap Up Hamptons Of England Look By Mark Faithfull,
Forbes contributors publish independent expert analyses and insights. Mark Faithfull is London-based and covers retail and real estate Follow Author May 14, 2026, 07:28am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Cool Britannia: The Burberry luxury store in New Bond Street, London. (Photo by John Keeble/Getty Images)Getty ImagesFor years, luxury brands chased ever-higher price points, louder logos and ultra-exclusive positioning. But now Burberry is leaning into more understated British heritage, recognizable design and a growing American fascination with the English countryside.
The British luxury house said its new Cotswolds handbag line, priced at around $2,650, has become a standout success with U.S. shoppers, helping drive the company’s strongest bag performance since 2023 and contributing to a return to annual profitability.