Hugo Boss (BOSS) Investor presentation summary

Strategic vision and growth ambitions

• Aims to become the leading premium tech-driven fashion platform globally, focusing on innovation and sustainability.

• Pursues the "CLAIM 5" strategy: consumer-first, brand boosting, product leadership, digital leadership, omnichannel expansion, and sustainability.

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

Brand and product strategy

• Operates two distinct brands, BOSS and HUGO, each with unique positioning and marketing strategies.

• BOSS focuses on premium, versatile lifestyle products for self-determined consumers; HUGO targets trendsetters with modern, expressive styles.

• Product innovation includes expanding into new categories, such as womenswear and bodywear, and leveraging collaborations.

• Licensing business extends the 24/7 lifestyle promise into fragrances, eyewear, accessories, and more.

Digital transformation and omnichannel

• Invests in digital capabilities, including AI-driven trend analytics, digital product creation, and a digital twin for supply chain transparency.

• Enhances retail experience with virtual styling, RFID technology, and experiential store concepts.

• Omnichannel strategy aims for >50% of sales from retail, ~25% from wholesale, and >20% from digital channels.