Investor Relations

We made further progress in the recovery of our business, with great contribution coming from Online and mainland China. Our profitability returned to positive territory, and we even accelerated our strong cash flow generation. Further driving the global recovery of our business will remain a key priority for us as we approach year-end. At the same time, we will continue to push ahead with the execution of our strategic initiatives to return to our former growth trajectory.
Yves Müller

Latest information

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. The first campaign featuring Chris Hemsworth will begin in spring 2021.

BOSS teams up with the NBA

December - As the National Basketball Association (NBA) prepares to tip off the 2020-2021 NBA season on December 22, HUGO BOSS and the league are collaborating to launch two co-branded BOSS and NBA capsule collections next year. Beginning in February 2021, the first capsule collection will be available in North America and South America exclusively at BOSS Stores, online and across select wholesale partners. A second collection will launch in stores October 2021 with distribution expanding into Europe.

Rollout of to 7 additional markets

December 2020 - The ongoing expansion of its own online operations is of strategic importance for HUGO BOSS and one of the Group’s key growth drivers. At the end of 2019, the website was available in a total of 15 markets. Now, one year later, the expanded ecommerce network reaches even further around the globe, encompassing 47 countries. Among the seven most recent additions are Slovenia, Ukraine and Croatia. By 2022, HUGO BOSS aims to generate online sales of more than EUR 400 million (2019: EUR 151 million).

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

Investor FAQ

Here, you can find answers to frequently asked questions on the company, its share and its dividend.

Investor Contact

Our Investor Relations Team is happy to assist with any questions you may have.