[5] In 1911, the company became the outfitters for Roald Amundsen,[5] the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica.

[5] The celebrity motorcycling sisters Betty and Nancy Debenham wore their trench coats for travelling and racing in the 1920s and recommended the garment in their 1928 book Motor-Cycling for Women.

She wore a reversible coat with waterproof gabardine outside for flying and with a tweed inner side which could be turned outside to create a smart look for disembarking under the glare of the publicity her exploits attracted.

[10] In 1937, A. E. Clouston and Betty Kirby-Green broke the world record for the fastest return flight from London to Cape Town in The Burberry airplane that was sponsored by the brand.

[13] During the 1970s and 1980s, Burberry signed agreements with worldwide manufacturers to produce goods complementary to the existing British collection, such as suits, trousers, shirts, sportswear and accessories, for men, women, and children.

[14] In 1997, GUS director Victor Barnett became chairman of Burberry, hiring Rose Marie Bravo to execute a corporate reorganization and restoration of the brand as a luxury fashion house.

[33] In October 2013, it was announced that Ahrendts would take up the position of Senior Vice President of retail and online at Apple, Inc. from April 2014, and would be replaced as CEO by Bailey.

[38] In July 2016, it was announced that Celine boss Marco Gobbetti would become CEO of Burberry plc, while Bailey became the Creative Director with the title of President.

[47][48] Murphy said: "Burberry is a unique British brand that I have admired for a long time and I am looking forward to working with Marco Gobbetti and the Board to guide the company through its next phase of growth.

"[49] Murphy had been CEO of Kingfisher plc, as well as being current chairman of Tate and Lyle and Blackstone Group International Partners LLP.

[53][54] In July 2018, it was reported that in the previous five years Burberry had destroyed unsold clothes, accessories, and perfume worth over £90m in order to protect its brand and prevent the items being stolen or sold cheaply.

While a representative of Greenpeace criticised the decision, Burberry claimed that the energy generated from burning its products was captured, making it environmentally friendly.

[61] By July 2020, the company announced it would cut 500 jobs worldwide, including 150 in its UK head offices, in an effort to save £55 million following a reduction in sales due to the COVID-19 pandemic.

[63][64][65][66] The fashion brand also announced that it would commit to a new target to reduce supply chain emissions (i.e. assets not owned or controlled by the reporting organisation) by 46% by 2030, an increase from an earlier pledge of a 30% reduction.

[67][68] In March 2021, Burberry was the first luxury brand to be targeted in China as part of the backlash regarding sanctions against the alleged human rights abuses in Xinjiang.

[70] In April 2022, after the departure of Marco Gobbetti, the Versace boss Jonathan Akeroyd took over Burberry as the next chief executive in a deal including a £6m golden hello to cover the loss of bonus and share awards for leaving his previous position.

[71][72] In July, 2022, Burberry announced Thai artist Vachirawit Chivaaree as their first Global Brand Ambassador from the South Asia-Pacific Region.

[105] In November 2024, Burberry launched a £40 million cost-cutting program, aiming to stabilize the brand and refocus on its core outerwear and iconic trench coats.