A new designer, and a move upmarket, seem to be paying off for Burberry.
Store sales up 4 percent in the first quarter - double what markets expected.
And it seems to be the new lines proving popular.
Creative chief Riccardo Tisci was brought in to give Burberry a bit more edge.
More of this kind of thing, and not so many classic trench coats.
The new designs accounted for about half of sales in the period.
That too is better than expected.
Chief executive Marco Gobbetti is also gambling on a change of strategy.
He's taken Burberry further upmarket, where profit margins are fatter.
And there's this.
Goods plastered in its new monogram.
It's on everything from hoodies to handbags.
Reminiscent of the way Gucci and Louis Vuitton have turned their logos into big moneyspinners.
Investors seem to like what they see.
Burberry shares jumped more than 13 percent in morning trade Tuesday (July 16).