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Hugo Boss presents new growth strategy to double sales to €4 billion by 2025

Tom Shearsmith
04 August 2021

Hugo Boss has today announced its new growth strategy, which will include a branding refresh, investment in product and digital, and a focus on attracting younger customers. The company aims for the strategy to help double sales to €4 billion by 2025.

To deliver on its vision and ambition of becoming the premium tech-driven fashion platform worldwide, the company has introduced its ‘Claim 5’ strategy, which puts the consumer at the core of its business activities more than ever before.

‘Claim 5’ is based on five business pillars: Boost brands, Product is key, Lead in digital, Rebalance omnichannel, and organise for growth. The plans also include a bold commitment to sustainability, together with a strong executional road map and a clear plan on empowering people and teams.

Boost brands

To elevate brand relevance, the company is to refresh BOSS and HUGO – from logos over marketing, to brand new designs in retail and digital. It will also enhance the overall perception of BOSS as a lifestyle brand, increasing brand relevance, and strongly focusing on digital.

Product is key

With product at the centre of its new strategy, Hugo Boss will create products to be worn across all different wearing occasions. The company will strongly invest in its price-value proposition to ensure premium quality as well as high levels of innovation and sustainability.

Lead in digital

The 2025 strategy includes a strong commitment to further digitalising the company’s business activities along the entire value chain, from trend detection and digital product development to AI-enabled pricing capabilities and the global rollout of digital showrooms.

Rebalance omnichannel

Hugo Boss will aim to rebalance its distribution footprint and strongly accelerate its omnichannel activities in the years to come. In this context, the company suggests it will ensure a seamless brand experience across all consumer touchpoints.

The company’s digital ambition also includes a strong commitment to all digital touchpoints – from its own website to its online partner businesses.

Organise for growth

The company aims to drive growth across all geographies while further balancing its global footprint. In Asia/Pacific, revenues are set to grow at a low-teens compound annual growth rate. As a consequence, the region’s revenue share will grow to more than 20% within the next five years.

Mainland China will continue to be of particular importance, with the company putting a strong focus on the Chinese consumer also in the years to come. Key markets such as Germany, the UK, and France are all set to strongly contribute to growth by unleashing their full potential in retail, reclaiming wholesale with strong partners, and driving digital growth across all consumer touchpoints.

Daniel Grieder, Chief Executive Officer of Hugo Boss, said: “Our ‘Claim 5’ strategy is a clear vision for the Company with the consumer at its core – helping to enhance the consumer journey, improve our product offering, increase our relevance, and drive growth across all geographies. Our aim is to grow Hugo Boss in a fast but sustainable way, and I am confident that we have the right team and strategy to successfully execute and lead our company into the future.”

To successfully deliver on its strategy, Hugo Boss will need to step-up investments into its products, brands, digital capabilities, as well as its global store network, all aimed at fueling industry-leading top-line growth.

Until 2025, the company confirmed gross margin is forecast at a level of between 60% and 62%, reflecting product investments to enhance the price-value proposition and fuel top-line growth. At the same time, Hugo Boss announced it is "confident of returning to a strong EBIT margin of around 12% by 2025".

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