HUGO BOSS, with men's fashion accounting for 80% of its business, is now ramping up its women's wear offerings.

China News Service, March 11 — (Zheng Yijia) On March 10, local time, HUGO BOSS, listed on the Frankfurt Stock Exchange in Germany, announced its Q4 and full-year 2025 results on its official website. In 2025, HUGO BOSS’s sales reached €4.27 billion (approximately RMB 34.098 billion at current exchange rates), down 1% year-over-year, but up 2% after currency adjustments; net profit attributable to shareholders of the parent company was €249 million (about RMB 1.988 billion), a 17% increase year-over-year; gross profit margin decreased by 20 basis points to 61.5%.

In Q4 2025, HUGO BOSS achieved sales of €1.281 billion (about RMB 10.229 billion), a 7% increase year-over-year (adjusted for currency); net profit attributable to shareholders was €109 million (about RMB 870 million), compared to €84 million (about RMB 671 million) in the same period last year; gross profit margin fell by 160 basis points to 60.8%.

By brand, in 2025, BOSS menswear sales reached €3.346 billion (about RMB 26.719 billion), up 1%; BOSS womenswear sales were €280 million (about RMB 2.236 billion), down 6%; HUGO sales were €644 million (about RMB 5.143 billion), down 6%. Regionally, the Asia-Pacific market achieved sales of €509 million (about RMB 4.065 billion), down 8%; Europe, Middle East, and Africa sales totaled €2.664 billion (about RMB 21.273 billion), up 2%.

HUGO BOSS launched the “CLAIM 5” strategy in 2021, aiming to revitalize the BOSS and HUGO brands through significant investments in products, branding, and digitalization to attract younger consumers. The goal was to increase sales to €5 billion (about RMB 39.927 billion) by 2025, with BOSS menswear around €3.5 billion (about RMB 27.949 billion), BOSS womenswear about €500 million (about RMB 3.993 billion), and HUGO approximately €1 billion (about RMB 7.985 billion). Based on current 2025 performance, these targets have not been achieved.

During the earnings conference held on the same day, HUGO BOSS CEO Daniel Grieder stated that the industry environment in 2025 was challenging, with consumer sentiment in key markets becoming more cautious, leading to decreased foot traffic and increased price sensitivity among consumers. The decline in BOSS womenswear and HUGO sales was a result of proactive brand and channel adjustments over the past year, aimed at laying a foundation for long-term success, and these measures will continue to impact the company in 2026.

In January 2026, HUGO BOSS announced an organizational restructuring, establishing two core divisions: Menswear and Womenswear, to enhance synergy and improve efficiency and collaboration between the BOSS and HUGO brands. Kerstin Dorst, who previously worked at Adidas and Tory Burch, was appointed as Senior Vice President of the newly established Womenswear division.

Grieder expressed hope to replicate the success of the menswear business in the womenswear segment. “Be Your Own BOSS” is not only a story for men but also resonates with female consumers, as more women now aspire to be “BOSS.” “Currently, we are working to further explore the potential of the womenswear business. Although its scale is still relatively small, we are confident that through organizational and product initiatives, we can optimize the womenswear segment and fully unlock the potential of BOSS and HUGO womenswear.”

Regarding young consumers, Grieder said HUGO plans to further adjust its product lineup to include more contemporary styles.

(More news tips, please contact the author Zheng Yijia: zhengyijia@chinanews.com.cn) (China News Service App)

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