Hugo Boss (BOSS) AGM 2026 Presentation summary

Opening remarks and agenda

• CEO Daniel Grieder opened with a review of five key achievements and set the agenda focused on 2025 highlights and future strategy.

Financial performance review

• 2025 group sales reached €4.3 billion, up 2% currency-adjusted, with EBIT at €391 million, up 8%.

• Free cash flow before leases was €499 million, with net financial position before leases at €48 million.

• Operating expenses decreased by 3% to €2,236 million, with improved retail cost ratios and stable marketing spend.

• Earnings per share rose 17% to €3.61, and net income attributable to shareholders was €249 million.

• EMEA and Americas saw sales growth, while Asia/Pacific declined 5% due to subdued consumer sentiment in China.

Strategic initiatives and plans

• Continued focus on omnichannel platform, modern campaigns, and a 24/7 lifestyle approach.

• "Claim 5 Touchdown" strategy targets brand, distribution, and operational excellence.

• Loyalty program membership grew over 20% to more than 13 million by end of 2025.

• Strategic partnerships, including BOSS by Beckham, and enhanced digital capabilities are key growth drivers.

• BOSS Menswear remains the main revenue engine, while BOSS Womenswear and HUGO focus on profitability and brand sharpening.

• Technology and AI are leveraged for operational efficiency, including digital twins and data dashboards.