Full Year 2020 Results

For HUGO BOSS, 2020 was undoubtedly a challenging year. I am proud that we have managed to overcome the many challenges of the pandemic, ending the year with a positive free cash flow. We have made significant progress along the execution of our strategic initiatives – especially in the important online business, and in China. Although the pandemic continues to have a severe impact on our business in the short term, I am highly confident when it comes to the further recovery of our business in the course of the year. We will continue to leverage the global trend of casualization.
Yves Müller

Latest information

Go-live of hugoboss.com in twelve additional markets

April 2021 - HUGO BOSS continues to expand its online store hugoboss.com. Customers in twelve additional markets, including South Korea, Russia and the United Arab Emirates, can now explore and shop the latest BOSS and HUGO collections online via the Group’s online flagship. With the successful expansion of hugoboss.com and the growth of the online concession business, HUGO BOSS is consistently pursuing the goal of increasing its own online sales to more than EUR 400 million by 2022 (2020: EUR 221 million).

Annual Report 2020

March 2021 - Have a look at our online annual report 2020. Watch Yves Müller, CFO and Spokesperson of the Managing Board, as he comments on fiscal year 2020. Besides our financial performance, you shouldn´t miss many interactive features such as a flashback of last year´s highlights at HUGO BOSS and some exciting stories behind our strategic initiatives. Enjoy reading!

Chris Hemsworth named global brand ambassador for BOSS

January 2021 - Starting this year, actor Chris Hemsworth, will be the first Hollywood star to be appointed new global brand ambassador for BOSS. In this role, he will be the international BOSS face of the worldwide fashion campaigns. Hemsworth has already been collaborating with HUGO BOSS on the iconic BOSS Bottled scent since 2017. By expanding this partnership, the Group is ensuring a globally consistent BOSS brand image that will bridge various product groups. The generated synergies will also further enhance the brand's appeal.

EUR million sales
EUR million sales
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Freestanding Stores
Freestanding Stores
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Created with Sketch.

Reasons for an investment in HUGO BOSS

Two strong brands

BOSS and HUGO – two strong brands, each targeting a clearly defined customer group through their brand presentation and distribution strategy. What their collections have in common is their high standard for quality, fit, innovation and sustainability.

Four growth pillars

HUGO BOSS has identified four strategic growth drivers, the consistent implementation of which is intended to contribute significantly to the future growth of the company:
• Exploiting the full potential of online
• Improving retail productivity
• Realizing growth potential in Asia
• Strengthening the HUGO brand in the contemporary fashion segment

Medium-term increase in profitability

The Group’s operating result (EBIT) is expected to increase faster than sales in the coming years. As a result, the Group has set itself the target of improving the EBIT margin significantly in the medium term. An improved gross profit margin and a Group-wide efficiency program with a strong focus on a more efficient use of operational expenses should contribute to this development.

Attractive dividend policy

HUGO BOSS offers an attractive dividend policy and intends to distribute 60% to 80% of Group net income in the form of dividends to shareholders.


Responsibility for customers, employees, business partners, shareholders and society: HUGO BOSS embodies conscious, value-oriented management.

Further information


Information on the HUGO BOSS share at a glance.

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