Hugo Boss (BOSS) AGM 2025 presentation summary

Financial performance and growth

• Achieved group sales of €4.3 billion in 2024, up 3% currency-adjusted versus 2023, with an EBIT of €361 million and an 8.4% EBIT margin.

• Broad-based growth across all brands and wearing occasions, with menswear and womenswear both contributing.

• Americas and EMEA regions saw sales growth (+8% and +3% respectively), while Asia/Pacific declined by 2%.

• B&M wholesale and digital channels showed robust momentum, with digital sales up 6% and wholesale up 8%.

• Gross margin improved to 61.8% in 2024 due to sourcing efficiencies.

Strategic initiatives and brand development

• Continued rigorous execution of the "Claim 5" strategy led to record sales since 2021.

• Strategic partnership with David Beckham generated 3 billion impressions in one month and strong initial sell-through.

• Global marketing activations doubled engagement versus previous campaigns and reached over 40 million views.

• Brand lines expanded with new products and a 24/7 lifestyle approach, with formalwear remaining key.

• Omnichannel strategy enhanced customer experience with over 8,000 consumer touchpoints.

Digitalization and customer engagement

• Social media following grew by 11 million since 2021, with over 140 billion impressions and 3 billion engagements.

• Next-generation loyalty program grew registered customers by 25% to over 10 million by end of 2024.

• Expansion of digital resources and a digital campus support ongoing transformation.