HUGO BOSS : FOCUSES ON CLAIM 5 TOUCHDOWN EXECUTION IN Q1 – 2026 OUTLOOK REAFFIRMED AMID VOLATILE ENVIRONMENT

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Metzingen, May 5, 2026 HUGO BOSS FOCUSES ON CLAIM 5 TOUCHDOWN EXECUTION IN Q1 - 2026 OUTLOOK REAFFIRMED AMID VOLATILE ENVIRONMENT Q1 2026 developments Group sales decline 6%1 to EUR 905 million (Q1 2025: EUR 999 million), reflecting the deliberate brand and channel realignment under CLAIM 5 TOUCHDOWN Q1 performance of BOSS (-3%) and HUGO (-21%) affected by targeted actions to strengthen long-term brand equity Sales performance in EMEA (-8%) and the Americas (-5%) is shaped by execution of strategic measures; Asia/Pacific returns to growth (+1%) Performance in retail (-3%) and wholesale (-10%) reflects continued focus on distribution excellence, including more selective assortments and partner network optimization Gross margin improves by 110 basis points to 62.5%, mainly driven by sourcing efficiencies Operating expenses decrease by 4%, reflecting lower selling and marketing expenses EBIT amounts to EUR 35 million, resulting in an EBIT margin of 3.9% (Q1 2025: EUR 61 million; 6.1%); earnings per share total EUR 0.24 (Q1 2025: EUR 0.51) Free cash flow before leases notably increases to EUR 33 million (Q1 2025: minus EUR 66 million), supported by a reduction in inventory levels (-13% year over year) Outlook 2026 2026 marks deliberate realignment and refocus under CLAIM 5 TOUCHDOWN, further elevating BOSS and HUGO and laying the foundation for sustainable, profitable growth Strategic focus on brand, distribution, and operational excellence to further strengthen the quality of the business Macroeconomic and geopolitical environment to remain volatile, with recent developments in the Middle East adding further uncertainty Full-year 2026 outlook reaffirmed: currency-adjusted Group sales to decline mid- to high-single digits; EBIT to range between EUR 300 million and EUR 350 million Daniel Grieder, Chief Executive Officer of HUGO BOSS : "Following our successful finish to 2025, we entered the year with a clear roadmap. However, the market environment has ‌1 All revenue-related growth rates are on a currency-adjusted basis. HUGO BOSS AG Holy-Allee 3, 72555 Metzingen, Germany Phone +49 7123/94-0 become more challenging over the course of the first quarter, caused by recent developments in the Middle East. Against this backdrop, we focused on what lies within our control and moved decisively into the execution phase of CLAIM 5 TOUCHDOWN. We made tangible progress in implementing our targeted brand and channel realignment, including streamlining product assortments and refining our global distribution footprint. As expected, these deliberate actions are reflected in our top-line performance and mark the first concrete steps in structurally refocusing the business and strengthening long-term earnings quality. At the same time, we continued to invest in brand equity and relevance, including key highlights such as the BOSS Fashion Show in Milan and the launch of our Spring/Summer 2026 collections, which resonated strongly with consumers. In parallel, we successfully leveraged sourcing efficiencies and pricing discipline to deliver a meaningful improvement in gross margin, and maintained cost discipline across the organization. In light of our first-quarter performance, we reaffirm our full-year outlook for 2026. Against an increasingly challenging external backdrop, we remain firmly focused on executing our strategy, actively managing the business with flexibility and discipline. Our clear direction under CLAIM 5 TOUCHDOWN, combined with our strong focus on profitability and cash generation, underlines our confidence in creating long-term value for our shareholders." CLAIM 5 TOUCHDOWN - Update on Strategic Progress Brand Excellence Brand relevance for BOSS and HUGO was further supported by marketing investments of 7.3% of sales. A key highlight was the BOSS Fashion Show in Milan, which placed BOSS among the top 10 most engaging brands during Milan Fashion Week. BOSS also marked the third BOSS by BECKHAM drop with exclusive activations in Berlin at BOSS Store Kurfürstendamm and a dedicated pop-up at KaDeWe, driving strong social media engagement. Beyond that, both brands launched their Spring/Summer 2026 collections in Q1. At HUGO, this was supported by a dedicated campaign under its new brand claim "Red Means GO." A new organizational setup with two dedicated powerhouses for menswear and womenswear was implemented, strengthening gender-specific expertise and marking a key milestone in the ongoing brand realignment of BOSS Womenswear and HUGO. Distribution Excellence Brand loyalty was further strengthened in Q1, with the global member base growing by around 20% year over year to almost 14 million. The continued focus on distribution quality supported the Company's underlying retail performance, with Q1 comparable brick-and-mortar sales only 2% below the prior-year level. As part of CLAIM 5 TOUCHDOWN, HUGO BOSS took decisive steps to enhance store productivity. This also includes the ongoing optimization of the Company's distribution network, as reflected in the net closure of 15 freestanding stores globally, largely through expiring lease contracts. Operational Excellence Sourcing efficiencies and improved pricing drove a 110-basis-point increase in gross margin to 62.5%, supported by continued optimization in freight modes, which resulted in a further reduction in the share of air freight. At 22.0% of Group sales, inventories in Q1 were 310 basis points below the prior-year level. This reflects the Company's disciplined and targeted inventory management. Free cash flow before leases notably increased to EUR 33 million, driven by improved trade net working capital and continued capital expenditure discipline, with CapEx at 3.2% of sales. Q1 sales development (in EUR million) Q1 2026 Q1 2025 Change in % Currency-adjusted change in % Group sales 905 999 (9) (6) Sales by brand BOSS 779 836 (7) (3) HUGO 125 163 (23) (21) Sales by segment EMEA 568 631 (10) (8) Americas 188 212 (11) (5) Asia/Pacific 123 130 (6) 1 Licenses 26 26 0 0 Sales by distribution channel Retail 510 551 (8) (3) Wholesale 369 422 (12) (10) Licenses 26 26 0 0 In the first quarter of 2026, HUGO BOSS entered the execution phase of its CLAIM 5 TOUCHDOWN strategy . In this context, the Company implemented key strategic initiatives to strengthen long-term brand value for BOSS and HUGO, while further refining assortments and enhancing distribution quality across channels. Macroeconomic and geopolitical volatility remained elevated in the three-month period. While global consumer sentiment stayed muted throughout the quarter, the conflict in the Middle East led to a notable decline in store traffic in the region from March onwards, resulting in a negative impact of around 1% on Group sales in the first quarter. Against this backdrop, currency-adjusted Group sales decreased by 6% in the first quarter of 2026. In Group currency, sales were down 9% to EUR 905 million (Q1 2025: EUR 999 million), reflecting negative currency effects. Q1 sales development by brand Currency-adjusted revenues for BOSS declined by 3% in Q1. While key brand initiatives continued to support overall brand momentum, performance was shaped by strategic actions to strengthen brand equity over the long term, particularly in Womenswear. At the same time, Menswear proved more resilient during the quarter supported by casualwear-oriented product assortments. At HUGO , currency-adjusted revenues were 21% below the prior-year level. This development reflects the continued strategic repositioning of the brand under CLAIM 5 TOUCHDOWN, with a clear focus on sharpening its identity around contemporary tailoring. As part of this process, HUGO is streamlining its product offering into one overarching brand line, supporting a focused and consistent assortment across wearing occasions. Q1 sales development by segment In EMEA , currency-adjusted revenues declined by 8% in the first quarter, with similar trends across key markets such as Germany, France, and the UK. This development reflects ongoing muted consumer sentiment, as well as initial progress in implementing targeted enhancements to distribution quality. Despite a solid start to the year, revenues in the Middle East declined by a low double-digit rate, reflecting a substantial decline in store traffic in March following geopolitical developments. In the Americas , currency-adjusted revenues remained 5% below the prior-year level. This performance largely reflects a mid-single-digit sales decline in the U.S. market related to the execution of CLAIM 5 TOUCHDOWN, while sales in Latin America also declined slightly. In Asia/Pacific , currency-adjusted revenues increased slightly by 1% in the first quarter, driven by a return to growth in China and continued improvements in Southeast Asia & Pacific. The latter was supported by a robust revenue increase in Japan. Sales in the license business remained at the prior-year level, supported by stable revenues in fragrance. Q1 sales development by channel In the Group's retail business (including brick-and-mortar and self-managed digital touchpoints), currency-adjusted revenues declined by 3%. This primarily reflects persistently subdued traffic trends as well as the Company's strategic focus on further optimizing its distribution network, including the closure of selected points of sales. Consequently, brick-and-mortar retail sales on a comparable basis proved slightly more resilient, decreasing by 2%. Revenues generated via self-managed digital channels (hugoboss.com and online concessions) declined 5% currency-adjusted to EUR 72 million (Q1 2025: EUR 78 million). This development reflects the Company's strategic focus on prioritizing full-price sales as part of CLAIM 5 TOUCHDOWN. Sales in the wholesale business (including brick-and-mortar and digital wholesale) declined 10% currency-adjusted. This reflects the Company's strategic focus on enhancing distribution quality by implementing a more selective partner and assortment approach, alongside a more cautious order behavior. In addition, performance was negatively impacted by a timing shift of deliveries of around EUR 20 million from the first quarter of 2026 into the fourth quarter of 2025.

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