Don’t Hide Your Best-Sellers: Lessons from Burberry for Small Business Owners

When Joshua Schulman took over as CEO of Burberry, one of Britain’s most iconic luxury brands, he noticed something missing. The brand’s signature scarves—known the world over for their classic check pattern—were nowhere to be found on the shop floor.

They hadn’t been discontinued. They were simply hidden away.

In an effort to modernize its image, Burberry had gradually tucked its most recognizable product out of sight. In doing so, it also tucked away part of its identity. Sales slumped, the brand drifted, and customers lost connection with what made Burberry special in the first place.

Schulman’s simple but powerful move? He brought the scarves back, prominently displayed, beautifully presented, and even offering monogramming to make them personal again.

It worked.

And whether you run a boutique, a coffee shop, or an online store, this is a lesson every small business can use.

1. Your Best-Sellers Built Your Brand. Don’t Hide Them.

Every business has something it’s known for. That one product, service, or experience people associate with you. It’s the reason they first walked through your doors or clicked on your website.

Too often, in the race to chase trends or seem “fresh,” business owners push their best-sellers aside. They stop promoting them. They overcomplicate the message.

Burberry did this. The scarves were literally put away in drawers. The result? A brand that felt disconnected from its roots and from its customers.

👉 Ask yourself: Are you still proudly showcasing the products or services that made people fall in love with your business in the first place?

2. Your Roots Are Your Power.

Burberry wasn’t built on flash-in-the-pan trends. It was built on timeless British craftsmanship—trench coats, cashmere scarves, and the unmistakable check pattern.

As a small business owner, your story, your values, and your most-loved offerings are your strength. They create the emotional connection that turns one-time buyers into loyal customers.

👉 Tip: Never stop telling your story. Never stop highlighting what makes you unique.

3. Visibility Drives Sales.

When Burberry brought its scarves back into view, with scarf bars and personalization, the scarves didn’t just sell. They sold quickly. People can’t buy what they don’t see. Are your best-sellers getting the spotlight they deserve? Is your website, store, or social media showcasing what actually works for you?

👉 Think about: Sometimes you don’t need something new. You need to make sure your strongest offer is impossible to miss.

4. You Can Broaden Appeal Without Losing Identity.

Schulman didn’t abandon innovation, but he rebalanced it with heritage. He made sure Burberry’s icons were front and center while gently expanding the brand’s reach.

As a small business, you can do the same. You don’t have to chase every new trend to grow. You just have to be visible, consistent, and true to your core.

The Takeaway:

In business, it’s easy to drift. To chase shiny new ideas. To hide the things that feel “old.”

But often, the key to growth isn’t reinvention. It’s reconnection.

👉 Don’t hide your best-sellers. Showcase them. Own them.
Because your roots are your power.