Burberry’s shares have surged over 70% since September, signaling investor optimism around CEO Joshua Schulman’s turnaround plan. Despite an expected 12% drop in Q3 sales, this is an improvement from the previous quarter’s 20% decline.

A key growth opportunity? The U.S. market. Schulman is focusing on America, leveraging his deep industry ties and boosting Burberry’s visibility. Notably, the brand has increased its highest price points in the U.S. by 115%—a strong bet on demand, according to Luxurynsight.

Will Burberry reclaim its heritage and drive long-term growth? Read more on Reuters! Thank you, Helen Reid, for the mention!