Since 2021, we have repositioned our Company with CLAIM 5, creating a strong foundation for the future. We have refreshed our two brands and invested extensively in our organizational platform. Following the successes of recent years, we are now deliberately taking a step back to prepare for tomorrow’s growth. Our focus in the coming years will be on the ongoing optimization in the areas of brand, distribution, and operations with the clear ambition to transform them from great to excellent. Next to strong cash generation, this will drive sustainable profitable growth and long-term value for our shareholders. Our vision is clear: to be the premium, tech-driven, customer-centric global fashion platform.
4,307
EUR million Sales
EUR million Sales
2024
361
EUR million EBIT
EUR million EBIT
2024
497
EUR million Free Cash Flow
EUR million Free Cash Flow
2024
Five strong reasons for an investment in HUGO BOSS:
Two strong brands
BOSS and HUGO – two strong brands with global awareness, that are clearly distinguished by their fashionable style but meet the same high standards in terms of quality and fit, innovation and sustainability. A 24/7 approach ensures that customers are well dressed across all different wearing occasions with casualization and comfort being key. Two clearly distinguished marketing strategies – with a strong focus on digital as well as exceptional events and collaborations – create excitement among consumers and unleash the full potential of BOSS and HUGO.
'CLAIM 5 TOUCHDOWN'
With an updated strategy, “CLAIM 5 TOUCHDOWN,” HUGO BOSS is focused on driving sustainable and profitable growth by 2028, elevating its brands BOSS and HUGO, and achieving excellence in brand, distribution, and operations.
Profitability improvements
With its growth strategy "CLAIM 5," HUGO BOSS targets an EBIT margin of at least 12%. The anticipated improvements in profitability primarily reflect the Company’s robust organizational and operational platform built in recent years, which will enable HUGO BOSS to further strengthen its operational execution and enhance effectiveness, realizing strong efficiency gains going forward. In particular, the Company aims to further optimize its end-to-end operations as well as its operating expense structure.
Strong free cash flow generation
Driven by the ongoing focus on further top- and bottom-line improvements, HUGO BOSS aims to generate strong free cash flow in the years to come. Fully in line with its capital allocation framework, the majority of free cash flow will be either reinvested into the business or distributed to shareholders through regular dividend payments. The Company’s payout ratio until 2025 will be in a range of between 30% and 50% of net income attributable to shareholders.
Strong commitment to sustainability
HUGO BOSS is committed to conscious, value-oriented management. Consequently, sustainability is firmly anchored in the Group strategy. The Company’s ambitious sustainability targets include decreasing CO2 emissions by at least 50% until 2030 and aiming for a “net zero” footprint by 2050. HUGO BOSS will also put particular emphasis on establishing an end-to-end circular business model. In this context, the Company aims to enable 80% of its products to become circular by 2030.
