Key strategic initiatives planned for the second half - including the launch of new brand campaigns and the upcoming BOSS Fashion Show in Milan - are aimed at supporting business performance amid continued macroeconomic volatility.
Hugo Boss sales boosted by Beckham x BOSS launch
Sophie Smith
05 August 2025
Hugo Boss has reported a 1% increase in revenue for the second quarter amid an "ongoing challenging market environment".
Growth was driven by key brand and product initiatives, including the successful launch of the Beckham x BOSS collection.
Stepping up from his ambassador and modelling role with BOSS, former professional footballer David Beckham co-designed a SS25 collection with the German fashion brand earlier this year.
The collection offers premium quality elevated pieces "blending modernity and heritage", including tailored garments with a new and exclusive signature cut, elevated knitwear and versatile outerwear.
Elsewhere, digital sales grew 7%, while brick-and-mortar wholesale increased 3% but brick-and-mortar retail saw a decline of 1%.
Regionally, revenue in EMEA rose 3% and the Americas posted a 2% increase. In contrast, Asia/Pacific experienced a 5% decline, as muted consumer sentiment in China weighed on its performance.
EBIT returned to growth in the second quarter, rising by 15% and driving a 120-basis-point increase in the EBIT margin to 8.1%.
Looking ahead, Hugo Boss expects overall sales to remain broadly stable from –2% to +2% for 2025, with EBIT to increase between 5% and 22% and EBIT margin targeted between 9.0% and 10%.
Daniel Grieder, CEO of Hugo Boss, said: "The second quarter of 2025 was once again marked by a challenging macroeconomic and industry environment, with global consumer confidence remaining at a low level.
"Based on our performance in the first half of 2025, we confirm our full-year outlook for both sales and operating profit. As we enter the second half of the year, our focus remains on exciting consumers, unlocking additional business opportunities and maintaining a consistent focus on high-quality growth.
"While we remain vigilant in monitoring macroeconomic developments, including the ongoing tariff discussions, our focus remains on what we can control. Building on four consecutive quarters of strict cost discipline, we are well positioned to drive further sustainable efficiencies.
"Looking ahead, we remain confident in the great potential of our brands and our business model. By continuing to invest in brand-building initiatives, strengthening global relevance, and fostering customer loyalty, we are reinforcing our commitment to long-term profitable growth and creating sustainable value for our shareholders."
