HUGO BOSS AG announces the launch of CLAIM 5 TOUCHDOWN, setting the strategic course through 2028 and paving the way for sustainable, profitable growth, based on corresponding resolutions of the Managing Board and the Supervisory Board passed today. Execution will center on three key areas of excellence: brand, distribution, and operations. These priorities will boost efficiency and set the stage for long-term profitable growth. At the same time, HUGO BOSS will significantly accelerate free cash flow generation, targeting average annual free cash flows of around EUR 300 million (excl. IFRS 16) from 2026 onward.
2026 will serve as a year of realignment, strengthening the business by streamlining processes, refining assortments, and optimizing the distribution network. Against the backdrop of deliberate brand and channel realignment, currency-adjusted sales are expected to decline mid- to high-single digits in 2026, before returning to growth in 2027, and accelerating in 2028. Gross margin improvements are expected in 2026 and beyond, supported by sourcing efficiencies, selective price adjustments, and even stronger full-price sell-through. Against the backdrop of ongoing cost discipline, EBIT is expected between EUR 300 million and EUR 350 million in 2026, with profitability improving from 2027 onward.
HUGO BOSS will share further details on CLAIM 5 TOUCHDOWN on December 3, 2025, and provide its detailed outlook for fiscal year 2026 on March 10, 2026, as part of its full-year 2025 results release.
For further information, please contact:
Media Relations
Carolin Westermann
Senior Vice President Global Corporate Communications
Phone: +49 7123 94-86321
E-mail: carolin_westermann@hugoboss.com
Investor Relations
Christian Stöhr
Senior Vice President Investor Relations
Phone: +49 7123 94-87563
E-mail: christian_stoehr@hugoboss.com