Throughout 2025, we created inspiring brand moments as we aim to create truly desired brands. At the same time, we continued to drive efficiency across our business and remained disciplined in managing our cost base. This balanced approach enabled us to deliver on our financial targets in 2025, supported by a robust performance in the fourth quarter. 2026 will be a decisive year of targeted brand and channel realignment. While these deliberate actions will temporarily impact top- and bottom-line development, they are essential to position HUGO BOSS for long-term success.
4,270
EUR million Sales
EUR million Sales
2025
391
EUR million EBIT
EUR million EBIT
2025
499
EUR million Free Cash Flow
EUR million Free Cash Flow
2025
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.
