HUGO BOSS Outlines Strategic Plans and 2026 Outlook

HUGO BOSS AG has unveiled its new strategic initiative, CLAIM 5 TOUCHDOWN, aimed at driving sustainable, profitable growth through 2028. The company will focus on enhancing brand strength, optimizing distribution, and improving operational efficiency. These efforts are expected to boost free cash flow to approximately EUR 300 million annually from 2026, excluding IFRS 16 considerations.

The year 2026 will be pivotal for HUGO BOSS as it realigns its brand and channels, which is anticipated to result in a mid- to high-single-digit sales decline. However, growth is projected to resume in 2027, with accelerated progress by 2028. Improvements in gross margin through sourcing efficiencies and pricing strategies are also anticipated. HUGO BOSS expects EBIT to range between EUR 300 million and EUR 350 million in 2026, with increased profitability in subsequent years.