Birks Group has reported higher sales over the 2025 holiday trading period, attributing the increase to a recent acquisition and higher sales of branded jewellery and watches across its retail and online channels.
Birks said net sales for the eight-week period ended 27 December 2025 rose by 11.8 percent compared with the same period last year. Comparable store sales increased by 2.5 percent.
Holiday Trading Performance
The increase in net sales was attributed to Birks Group’s acquisition of European Boutique luxury timepiece and jewellery stores, completed in July, as well as higher sales of branded timepieces and Birks-branded jewellery. These sales were recorded in both physical stores and on e-commerce platforms.
Comparable store sales, which include e-commerce and stores that have been open for at least 13 full months under Birks’ ownership, increased during the period, with branded watch and jewellery sales cited as contributing factors.
Niccolò Rossi di Montelera, executive chairman of the board and interim chief executive officer of Birks Group, said: “Our teams have delivered good sales results this holiday period as compared to the corresponding period last year, due in part to the acquisition of the European Boutique stores but also due to our strong retail and e-commerce performances. We are focused on building on this momentum and on delivering excellence in customer service.”
Store Portfolio and Operations
Birks Group operates 17 Maison Birks stores across major Canadian metropolitan markets, along with a further 14 retail locations trading under luxury brands including European Boutique, Breitling, Omega, and Montblanc.
The company includes online sales within its comparable store sales reporting. Stores are included in comparable calculations from their thirteenth full month of operation under Birks’ ownership, with relocated or resized stores assessed on a case-by-case basis.
