Burberry Will Consolidate Its Three Lines Into One
Prorsum, Brit and London will be folded into a singlular Burberry label.
Beginning in 2016, Burberry's Prorsum, Brit and London brands will be consolidated into a single label, which is simply to be called Burberry.
WWD reports that Burberry chief creative officer and CEO Christopher Bailey made the announcement during a press conference on Tuesday, noting that no jobs would be lost in the process of consolidation.
Bailey told the trade that the singular label would offer customers "a much more consistent experience of the collections. Those categories were created when Burberry sales were 70 percent wholesale and 30 percent retail. Now it’s the opposite, with retail sales that are bigger. The key is to present a cohesive brand experience.”
In addition to the consolidation, Bailey also revealed plans to invest over $77 million into building a state-of-the-art factory in Leeds, England so that they can ramp up production of their iconic trench coats. The 2018 opening of new factory is also scheduled to coincide with the brand's 160th anniversary.
The melding of multiple brands into a single label has become somewhat of a trend, as designers like Marc Jacobs and Victoria Beckham have also folded their smaller brands (Marc by Marc Jacobs and Victoria Beckham Denim, respectively) into their larger, original labels.