Burberry to Unify Brands Under One Label in Bid to Boost Appeal

U.K. luxury goods maker Burberry Group Plc plans to unify its collections under one brand to make it easier for customers to understand its product offering.

Burberry will phase out the Prorsum, London and Brit labels by the end of 2016, Chief Executive Officer Christopher Bailey told reporters Tuesday. The new brand, known simply as Burberry, emphasizes the company’s British roots and underscores that all products are designed and developed in London, he said.