Luxury fashion brand Burberry destroyed finished goods worth more than £28 million over the last 12 months to protect its brand from counterfeiters. This practice angered many environmentalists, politicians and even the company’s shareholders.
Now Burberry’s CEO Marco Gobbetti has announced that the company is changing its policy. The luxury brand released a statement on September 6 saying that it will stop destroying unsaleable products, effective immediately.
“This commitment builds on the goals that we set last year as part of our five-year responsibility agenda and is supported by our new strategy, which is helping tackle the causes of waste,” the company’s statement read. “We already reuse, repair, donate or recycle unsaleable products and we will continue to expand these efforts.”