British vogue home Burberry ‘set for takeover by Milan skiwear large’
Its classic trench coats have become an enduring staple for fashionistas from Kate Moss to Cara Delevingne.
But Burberry could be the latest home-grown firm to fall into foreign hands amid rumours it is poised to be taken over by Italian brand Moncler.
The British fashion house – whose garments, with their distinctive ‘Burberry check’, are still made at its factory in Keighley, Yorkshire – is said to be on the brink of being bought by the Milan-based company, which is better known for its skiwear.
Staff at one of Burberry’s flagship London stores have already been told about the takeover, according to correspondence seen by The Mail on Sunday.
But with Moncler and Burberry remaining tight-lipped over the plans, the future of one of the country’s most recognisable brands remains unclear.
Speculation that a takeover may be on the cards was sparked two weeks ago when fashion industry website Miss Tweed named Moncler as a potential buyer.
Beyonce wearing Burberry on her On the Run II world tour. The garments, with their distinctive ‘Burberry check’, are still made at Burberry’s factory in Keighley, Yorkshire
Burberry’s classic trench coats have become an enduring staple for fashionistas from Kate Moss to Cara Delevingne (pictured)
In 2002, former EastEnders actress Danniella Westbrook was photographed with her toddler daughter in Burberry-check kilts with matching pram
Prince Harry (pictured in 2001) with his gift of a Burberry’s bag following a polo match
A source said Burberry has paused discussions with business affiliates who sell its merchandise until more details of the Moncler bid have been confirmed.
They added staff had been told not to discuss the offer with outsiders ‘until an official statement has come out’.
Founded in 1952, Moncler began as a sleeping-bag manufacturer but is best known for its padded jackets, which are popular with skiers and mountaineers.
In September, LVMH, which owns luxury brands including Bulgari and Stella McCartney, snapped up a 10 per cent share in Moncler’s owner Double R, fuelling speculation that the conglomerate and its billionaire French boss, Bernard Arnault, are behind the move on Burberry.
It remains to be seen whether Burberry’s new boss Joshua Schulman will address the rumours on Thursday, when he presents the firm’s latest financial results.
He is expected to unveil a new strategy which will involve lowering prices and concentrating on its classic designs. Neither Burberry nor Moncler were prepared to comment.
Founded in 1856 by gentleman’s outfitter Thomas Burberry, the brand provided outfits for polar explorers Roald Amundsen and Ernest Shackleton, while its camel trench coats were invented to be used by soldiers during the First World War.
Celebrities, including Olivia Colman (pictured) Kate Moss, Sienna Miller and Cara Delevingne, have fronted Burberry adverts
Victoria Beckham has also been seen sporting Burberry clothing over the course of her career
Elle Macpherson wearing a Burberry trench coat (pictured in 2000). A trench coat is now priced from £1,890
Today its trench coats are priced from £1,890 – and have remained much in demand thanks to celebrities, including Olivia Colman, Kate Moss, Sienna Miller and Cara Delevingne, fronting its adverts.
By the 1990s, the label’s clothing and accessories were so in demand – from high society to Wags and the Cool Britannia set alike – that it struggled to separate its luxury reputation from an increasingly more downmarket aesthetic.
In 2002, former EastEnders actress Danniella Westbrook was photographed with her toddler daughter in Burberry-check kilts with matching pram.
It led to a drop in demand from its discerning clientele – and saw then creative director Christopher Bailey limit sales of the most distinctive prints. A mix of clever advertising and edgy design collaborations then ensured the brand’s survival.
Alexandra Shulman, The Mail on Sunday columnist and former Vogue editor, said: ‘If Burberry is taken over by Moncler, it would be a massive blow for British fashion.
‘However, Burberry has lost its way for several years – focusing on an outre fashion brand rather than the outerwear it was so successful selling to the world.’
