Hugo Boss (BOSS) investor relations material

Strategic achievements and brand transformation

• Surpassed €4B sales target in 2023, two years ahead of plan, with a 22% CAGR in sales and 11% CAGR in market share from 2020–2024.

• Repositioned BOSS and HUGO brands with new visual identities, modern campaigns, and refreshed stores, driving consumer engagement and brand equity.

• Expanded product lines to cover a full 24/7 lifestyle, investing in quality, craftsmanship, and price-value proposition.

• Achieved significant growth in digital engagement, adding 13M new followers and 8M new loyalty members since 2021.

Financial performance and operational excellence

• Maintained strong investment-grade ratings (Moody's Baa2, S&P BBB) and progressive dividend payout (~40% ratio 2021–2024).

• Improved gross margin from 61.0% (2020) to 61.8% (2024) despite market challenges, with disciplined OPEX and substantial CAPEX (~€220M, ~6% of sales 2021–2024).

• Targeting normalized CAPEX at 3–4% of sales and inventory reduction toward 20% of sales by 2028.

• Free cash flow generation accelerated to ~€300M annually under the new strategy.

2026 outlook and realignment

• 2026 is a year of deliberate realignment, with a mid- to high-single-digit sales decline expected due to more selective distribution and product streamlining.

• EBIT forecasted at €300–350M for 2026, with recovery and return to growth anticipated from 2027 onward.

• Share buyback program of up to €200M until end of 2027 announced to enhance shareholder returns.