Burberry Banks On Schulman Turnaround As Bumper Pay Package Revealed

Troubled U.K. luxury fashion brand Burberry has paid its new chief executive,

, over $3.5 million in his first nine months in the job, including nearly $515,000 in relocation costs, despite preparing for sweeping job cuts globally.

This year Schulman could earn up to $7.6 million if he meets bonus targets, excluding a $4.9 million potential bonus if he doubles Burberry’s share price in three years, with the aim of re-entering the FTSE 100 on the London Stock Exchange, according to Burberry’s annual report.

So far, the Burberry stock price has risen slightly ahead of its value at the start of the year but has recovered strongly from an April 2025 slump as fears over President Trump’s tariffs took hold of the market.

He is also in line for close to $34,000 a month in housing allowances for just over a year on top of $193,000 to help him find a new home, around $163,000 towards transporting his effects from his previous home in New York, plus five months of housing allowance already paid.

The annual report also revealed that the company gave its former CEO Jonathan Akeroyd a payoff worth about $2 million, which equated to a year’s notice including salary, pension and cash benefits, after he exited the company in July last year having failed in attempts to turn the company’s fortunes around.

The former Versace boss took the helm in 2021 but departed less than three years after taking the role as Burberry has struggled to find its position in the new luxury market and has found its reliance on its heritage brand status decreasing in effectiveness with its global audience.

Burberry Director Pay Outs

Although it defended the payouts, the optics for Burberry are tricky to say the least given that the substantial payments to senior directors come not long after Burberry revealed plans to cut 1,700 jobs worldwide by 2027, including cancelling the entire night shift of 170 people at its Yorkshire, north England raincoat factory, as it looks to return to profitability.

In all the company announced a plan to reduce Burberry’s global workforce by around a fifth to bring $81 million in additional cost savings on top of a $54 million cost-cutting program that Burberry had announced in November.

The annual report showed that Burberry has already begun reducing its workforce, with the number of employees down by more than 870 to 8,459 year on year.

The company disclosed the cost-cutting measures plan last month when it revealed that it had fallen to an annual loss of just over $4 million in the year to March 29 2025 after a profit of over circa $566 million a year prior, as it wrestled with both a downturn in the global luxury goods industry plus poor brand diversification within its own merchandise offer.

Keen to put the brakes on its decline, Burberry brought Schulman, the former boss of U.S. fashion brand Coach, over to London in a bid to bring the famous check design back to the fore again.

Burberry Forward Program

Under a program called Burberry Forward, Schulman set plan to reset the brand expression to ‘Timeless British Luxury’ and ‘It’s Always Burberry Weather’ outerwear [referencing its famous Burberry trench coat] and presented a winter 25 runway show at Tate Britain which “celebrated our iconic brand codes and our hero categories, resulting in a significant improvement in brand sentiment and engagement”.

“The continued resilience of our outerwear and scarf categories reaffirms my belief that we have the most opportunity where we have the most authenticity. While we are operating against a difficult macroeconomic backdrop and are still in the early stages of our turnaround, I am more optimistic than ever that Burberry’s best days are ahead and that we will deliver sustainable profitable growth over time,” Schulman said of the strategy.

For its part, Burberry said that stakeholders had backed its strategy despite the eye-watering figures at a time when staff are facing job cuts.

“The majority of shareholders appreciated the circumstances of Josh’s recruitment and were supportive of the design of Josh’s ongoing remuneration arrangements, the approach to his annual bonus for [the last year] and his recruitment award,” Burberry’s directors said in the report as they stressed that they had consulted shareholders about the level of Schulman’s pay.

Burberry said directors were “mindful of the feedback received from some of our shareholders during the consultation and took this into account when determining the final level of bonus payout”.