Burberry's top executives, CEO Josh Schulman and CFO Kate Ferry, recently purchased significant stakes in the company, totaling over £968,000 in shares. This move follows a revision of Burberry's director remuneration policy, which increased shareholding requirements for Schulman to 400% of his salary.

These purchases align with the company's strategy to bolster executive commitment. Schulman acquired 56,936 shares for £620,033, while Ferry bought 32,026 shares for £348,763. The new policy also requires executive directors to reinvest 50% of their annual bonus into Burberry stock.

This executive investment comes as Burberry shows signs of recovery under Schulman's leadership, having posted its first operating profit in May after a previous £3 million loss. The brand has also improved cash flow and returned to the FTSE 100 index.

Despite a slight dip in full-year 2026 sales and no guidance for the upcoming fiscal year, the board's actions suggest confidence in the turnaround strategy's trajectory. The increased shareholdings aim to further align executive interests with shareholder value.