Hugo Boss (BOSS) Investor presentation summary

Strategic vision and financial ambition

• Aims to become the leading premium tech-driven fashion platform globally, with a mission to innovate and transform fashion.

• Targets €5 billion in sales and an EBIT margin of at least 12%.

CLAIM 5 growth strategy

• Focuses on consumer-first approach, brand strengthening, product leadership, digital innovation, omnichannel expansion, and sustainability.

• Empowers teams and organizes for scalable growth.

Brand and product positioning

• Operates two distinct brands: BOSS (premium, versatile, comfort-focused) and HUGO (trendsetting, expressive, modern).

• Each brand has tailored marketing strategies and targets different consumer segments.

• Product strategies emphasize 24/7 lifestyle, innovation, and category leadership, with BOSS Menswear targeting ~70% and Womenswear ~10% of group sales.

• HUGO aims for ~20% of group sales, focusing on self-expression and new categories.