Stability and focus at Hugo Boss in 2025
10/03/2026
Boss Menswear drove most of sales growth at the group, boosted by two Beckham co-branded collections, it said. Steps were taken to improve the performance of Boss womenswear and Hugo. These include a more compact product assortment.
Revenues in Europe, by far the company’s biggest geographic market, were up 2% last year, led by stronger sales in Germany and France, it said. Business in the Americas was also up 3% (currency adjusted) over the year, with double digit growth in Latin America in Q4 of 2025. Slow demand in China led to a 5% decrease in sales (also currency adjusted) in the Asia/Pacific region for the full year.
Daniel Grieder, CEO, noted that the group’s “balanced approach” between “creating inspiring brand moments” for consumers and maintaining “discipline in cost management” helped keep the group on track.
The Metzingen-based company has announced a share buyback programme of €200 million, until end of 2027, to increase its investor attractivity.
For 2026, it intends to continue to focus on a more targeted distribution and maintain a more focused product assortment. Both moves may impact sales but are essential for its long-term success, the group said.
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