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© 2022 HUGO BOSS
ANNUAL GENERAL MEETING
CLAIM 5 ACHIEVEMENTS
AGENDA
INTRODUCTION CLAIM 5 TOUCHDOWN
CEO
HIGHLIGHTS FULL YEAR 2025
© 2022 HUGO BOSS
SHAPED BY CHALLENGING EXTERNAL ENVIRONMENT
© 2022 HUGO BOSS
GEO-POLITICAL TENSIONS
MACROECONOMIC UNCERTAINTY
SOFT CONSUMER SENTIMENT
FINANCIAL RESULTS
CE
2025
GROUP SALES
4.3EUR BILLION
2025
EBIT
391EUR MILLION
2025
FREE CASH FLOW
499EUR MILLION
+2%
CURRENCY-ADJUSTED
+8% 0%
A STRONG FOUNDATION FOR A SUCCESSFUL FUTURE
NEW VISUAL BRAND IDENTITIES
MODERN CAMPAIGNS
STRONG 24/7-LIFESTYLE
APPROACH
ROBUST OMNICHANNEL PLATFORM
NOTABLE REVENUE IMPROVEMENTS AND MARKET SHARE GAINS
SALES
(IN EUR BILLION)
2.7 2.8 2.9
2.8
3.7
4.2 4.3
4.3
2.7
1.9
C L A I M 5
SALES CAGR
2020 - 2025:
+17%
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
OUR VISION
© HUGO BOSS
BE THE PREMIUM TECH-DRIVEN, CUSTOMER-CENTRIC GLOBAL FASHION PLATFORM
STRATEGY
DRIVING BRAND EQUITY AND
© HUGO BOSS
HIGHER-QUALITY GROWTH
CLAIM 5 TOUCHDOWN FOCUSES ON
THREE FIELDS OF EXCELLENCE
© 2022 HUGO BOSS
DISTRIBUTION EXCELLENCE
OPERATIONAL EXCELLENCE
BRAND
EXCELLENCE
BOSS CAMPAIGN "BE THE NEXT"
BOSS FALL/WINTER '26 FASHION SHOW
BOSS AS OFFICIAL PARTNER OF AUSTRALIAN OPEN
POWERFUL BRAND MOMENTS TO DRIVE RELEVANCE AND CONSUMER ENGAGEMENT
~7%MARKETING INVESTMENTS GOING FOWARD
© 2022 HUGO BOSS
LOYALTY PROGRAM STRENGTHENS RELATIONSHIP TO CUSTOMERS
TOTAL
MEMBER BASE
>13M
END OF 2025
VS. 2024
BOSS MENSWEAR OUR GLOBAL GROWTH ENGINE
OF GROUP REVENUES
STRATEGIC PARTNERSHIP
© 2022 HUGO BOSS
BOSS WOMENSWEAR
TO BECOME
BETTER BEFORE BIGGER
© 2022 HUGO BOSS
SALES DEVELOPMENT SINCE 2020
STRATEGIC FOCUS
ON SHARPENING
BRAND IDENTITY AND
DRIVING PROFITABILITY
HUGO
MORE BRAND IMPACT, MORE PROFITABILITY
© 2022 HUGO BOSS
SALES DEVELOPMENT SINCE 2020
STRENGTHEN BRAND
CLEAR FOCUS ON
POSITIONING WITH
CONTEMPORARY
TAILORING
DISTRIBUTION EXCELLENCE
ELEVATION OF
GLOBAL BRAND EXPERIENCE
© 2022 HUGO BOSS
FURTHER IMPROVE PERFORMANCE AND DRIVE PROFITABILITY IN RETAIL
PARTNERSHIPS
STRATEGIC
AND MORE
ASSOTMENTS IN
SELECTIVE
WHOLESALE
CUSTOMER
FOCUS ON
AND FULL-PRICE
EXPERIENCE
EXECUTION
IN DIGITAL
OPERATIONAL EXCELLENCE
SIGNIFICANT INVESTMENTS OVER RECENT YEARS FORM THE BASIS FOR A STRONG OPERATIONS PLATFORM
DIGITAL CAPABILITIES
SOURCING & LOGISTICS
© HUGO BOSS
BACK-END
© HUGO BOSS
TARGETED USE OF TECHNOLOGY AND ARTIFICIAL INTELLIGENCE TO ENABLE OPERATIONAL EXCELLENCE
VISIBILITY
ENABLE HIGHER
DATA DASHBOARDS
DECISION-MAKING
SMART PLANNING, AND
AI TOOLS SUPPORT
DIGITAL TWIN TO ENHANCE EFFICIENCY | ||
INVENTORY AND CAPITAL OPTIMIZATION TO BOOST CASH GENERATION
CLAIM 5 TOUCHDOWN WILL ELEVATE OPERATIONAL EXCELLENCE
© HUGO BOSS
GROSS MARGIN IMPROVEMENTS THROUGH SOURCING EFFICIENCIES
DISCIPLINED MANAGEMENT OF OPERATING EXPENSES
SUSTAINABILITY
AN INTEGRAL PART OF THE STRATEGY
FOR A BOLD AND BETTER FUTURE
© HUGO BOSS
INCREASE CIRCULARITY | DRIVE DIGITIZATION & DATA ANALYTICS | LEVERAGE BETTER NATURAL MATERIALS | SHIFT TO BETTER POLYESTER & POLYAMIDE |
REDUCE CLIMATE IMPACT
GOVERNANCE CORE
SOCIAL CORE
ENVIRONMENTAL CORE
SUSTAINABILITY
© HUGO BOSS
FOR A BOLD AND BETTER FUTURE
DRIVE DIGITIZATION LEVERAGE BETTER SHIFT TO BETTER REDUCE CLIMATE & DATA ANALYTICS NATURAL POLYESTER & IMPACT
MATERIALS POLYAMIDE
ENVIRONMENTAL CORE SOCIAL CORE
GOVERNANCE CORE
AN INTEGRAL PART OF THE STRATEGY
PRODUCTS DESIGNED FOR CIRCULARITY BY 2030 |
SUSTAINABILITY
© HUGO BOSS
FOR A BOLD AND BETTER FUTURE
INCREASE DRIVE DIGITIZATION SHIFT TO BETTER REDUCE CLIMATE CIRCULARITY & DATA ANALYTICS POLYESTER & IMPACT
POLYAMIDE
ENVIRONMENTAL CORE SOCIAL CORE
GOVERNANCE CORE
AN INTEGRAL PART OF THE STRATEGY
BETTER NATURAL MATERIALS BY 2030 |
SUSTAINABILITY
AN INTEGRAL PART OF THE STRATEGY
FOR A BOLD AND BETTER FUTURE
INCREASE DRIVE DIGITIZATION LEVERAGE BETTER SHIFT TO BETTER CIRCULARITY & DATA ANALYTICS NATURAL POLYESTER &
MATERIALS POLYAMIDE
ENVIRONMENTAL CORE SOCIAL CORE
GOVERNANCE CORE
CO2 EMISSIONS BY 2030
© HUGO BOSS
(VS. 2024)
SUSTAINABILITY
© HUGO BOSS
FOR A BOLD AND BETTER FUTURE
INCREASE DRIVE DIGITIZATION LEVERAGE BETTER SHIFT TO BETTER REDUCE CLIMATE CIRCULARITY & DATA ANALYTICS NATURAL POLYESTER & IMPACT
MATERIALS POLYAMIDE
ENVIRONMENTAL CORE GOVERNANCE CORE
AN INTEGRAL PART OF THE STRATEGY
SOCIAL CORE
SUSTAINABILITY
AN INTEGRAL PART OF THE STRATEGY
FOR A BOLD AND BETTER FUTURE
© HUGO BOSS
INCREASE CIRCULARITY | DRIVE DIGITIZATION & DATA ANALYTICS | LEVERAGE BETTER NATURAL MATERIALS | SHIFT TO BETTER POLYESTER & POLYAMIDE |
REDUCE CLIMATE IMPACT
GOVERNANCE CORE
SOCIAL CORE
ENVIRONMENTAL CORE
STRONG FREE CASH FLOW
REMAINS KEY FOR VALUE CREATION
FREE CASH FLOW UNTIL 2028
FOCUS ON CAPEX EFFICIENCY
DISCIPLINED
WORKING CAPITAL MANAGEMENT
STRUCTURAL PROFITABILITY IMPROVEMENTS
© HUGO BOSS
*After repayment of lease liabilities, corresponding to ~€500M before repayment of lease liabilities in accordance with IFRS 16
~300ANNUAL FREE CASH FLOW *
EUR MILLION
FINANCIAL PERFORMANCE 2025
AGENDA
OUTLOOK FULL YEAR 2026
CFO / COO
CAPITAL ALLOCATION
© 2022 HUGO BOSS
HUGO BOSS DELIVERS TOP- AND BOTTOM-LINE GROWTH IN 2025
GROUP SALES
4,270+2%
(1)%
EUR MILLION
CURRENCY-ADJUSTED IN GROUP CURRENCY
VS. 2024
EBIT
391EUR MILLION
+80BP
+8% 9.2%
VS. 2024 EBIT MARGIN
GROWTH TRAJECTORY CONTINUES IN EMEA AND THE AMERICAS
AMERICAS EMEA ASIA/PACIFIC
+3 * +2 * (5) * %*CURRENCY-ADJUSTED
VS. 2024
%VS. 2024
%VS. 2024
U.S. AND LATIN AMERICA
CONTRIBUTE TO GROWTH
EUROPEAN KEY MARKETS
SHOW RESILIENCE
SUBDUED CONSUMER SENTIMENT
IN CHINA
HUGO BOSS BENEFITS FROM OMNICHANNEL APPROACH
+7%*VS. 2024
DIGITAL PARTNER BUSINESS DRIVES GROWTH
VS. 2024
STRONG FOCUS ON STRATEGIC PARTNERSHIPS
VS. 2024
BRAND INITIATIVES COMPENSATE FOR TRAFFIC DECLINE
*CURRENCY-ADJUSTED
B&M RETAIL B&M WHOLESALE DIGITAL
© 2022 HUGO BOSS
