Despite a persistently difficult market, Hugo Boss recorded a 1% growth in revenue for the second quarter. Key product and brand initiatives, such as the successful introduction of the Beckham x BOSS collection, were the main drivers of growth.
David Beckham, a former professional football player, stepped up his status as a BOSS ambassador and model earlier this year by co-designing an SS25 collection with the German fashion label.
The collection features high-end, sophisticated pieces that combine contemporary and tradition, such as fitted clothing with a novel and distinctive characteristic cut, sophisticated knitwear, and adaptable outerwear.
While brick-and-mortar wholesale had a 3% gain, internet sales surged 7% elsewhere, and brick-and-mortar retail suffered a 1% loss.
Revenue increased by 2% in the Americas and 3% in EMEA on a regional basis. On the other hand, Asia/Pacific had a 5% drop in performance due to China’s dampened consumer mood.
In the second quarter, EBIT increased by 15%, causing the EBIT margin to rise by 120 basis points to 8.1%.
In 2025, Hugo Boss anticipates that overall sales would stay mostly unchanged between -2% and +2%, with EBIT rising between 5% and 22% and the EBIT margin aiming for 9% to 10%.
Supporting business performance in the face of ongoing macroeconomic instability is the goal of key strategic initiatives scheduled for the second half, such as the introduction of new brand campaigns and the forthcoming BOSS Fashion Show in Milan.
