Flash Report 3 minutesRegister for Free AccessBurberry Abandons In-House Strategy and Licenses Beauty Business to Coty Coresight Research April 5, 2017 Executive Summary Burberry announced that it will once again license its makeup and fragrance brands, this time to Coty, following four years of in-house management. The move marks another major strategy reversal for the group. Under the deal, Coty will acquire the beauty business for £180 million and pay ongoing royalty payments. The exclusive licensing agreement will take effect in October 2017. Burberry will still maintain control over consumer-facing aspects such as packaging, marketing, and the creative look and feel of the collections. Analysts view the move favorably, as beauty is a highly competitive category and the Burberry beauty division was underperforming. Furthermore, the strategy falls in line with the company’s ongoing focus on cost cutting and profitability. Please Login to read the full report. Not a member? Register for a free user account. This document was generated for Other research you may be interested in: Innovator Profile: Dragonfruit AI Transforms Video Surveillance Data into Essential InsightsLivestreaming in Western Markets: A Beauty Renaissance Is on the HorizonWeekly US and UK Store Openings and Closures Tracker 2023, Week 25: UK Store Openings Cross 1,000Retail Around the World: Black Friday 2023—Coresight Research Observations