As per Burberry’s 2017-18 annual report besides reporting an annual revenue of $3.61 billion, the brand also physically destroyed finished goods worth $37.8 million. These included ready-to-wear products and accessories.

Burberry is not the first brand to come under fire for destroying unsold items. As Quartz reported earlier this year, Richemont was actively buying-back and dismantling of its pricey timepieces, in an effort to “save their brand value,” at least in part from the tarnishment that comes from the grey market. Louis Vuitton has, for years, been plagued by reports that in order to avoid selling its well-known bags at a discount and risk tarnishing its image as a luxury leader, it burns its excess leather goods.

H&M was also accused of burning more than 3,483 pounds of clothing on one occasion last year, according to an investigation from Danish television channel TV2’s Operation X program.