Burberry PLC (LON:BRBY) has put an end to its practice of burning unsold luxury goods in its collection following a backlash over its impact on the environment.
The fashion retailer has also decided to stop using real fur such as rabbit, fox, mink and Asiatic racoon in its ranges after receiving criticism from animal rights campaigners.
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Burberry confessed in July that it destroyed £28.6mln worth of unwanted items in the financial year to end of March to avoid them being sold at lower prices, which could cheapen the brand.
Burberry's coats sell for more than £2,500 and handbags retail at around £1,500.
Environmental organisations criticised Burberry's practice of getting rid of unsold goods, pointing out that waste was a sector-wide problem.
In response to the pressure, Burberry will expand efforts to repair, reuse, donate or recycle its products. It is also working with sustainable luxury company Elvis & Kresse to transform 120 tonnes of leather offcuts into new products over the next five years.
“This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products.”
The news comes after Richemont, the owner of Cartier and Montblanc, said it would buy back watches from dealers to prevent overstocking. The company plans to recycle the precious metals and stones that were in high-end pieces.
Shares in Burberry were little changed in midday trading at 2,111p.