Regionally, Hugo Boss sales were highest in the Americas at 3% in FY25, followed by the Europe, Middle East, and Africa (EMEA) region, which recorded 2% growth. The Asia/Pacific region recorded a 5% decline in sales last year.
In Q4, sales increased 9% in EMEA and 6% in the Americas, but fell 1% in Asia/Pacific.
Brick-and-mortar wholesale channels reported a 14% sales increase in Q4, leading to a 2% full-year increase.
Digital business grew 12% in the quarter and 7% for the full year. Brick-and-mortar retail sales returned to growth in Q4, up 2%, but remained flat for the full year.
Group gross margin declined by 20 basis points to 61.5% in FY25 due to external factors, despite continued gains in resource efficiency.
Earnings before interest and tax (EBIT) for the full year increased by 8% to €391m, resulting in an EBIT margin that increased by 80 basis points to 9.2%.
In the fourth quarter, gross margin fell by 160 basis points to 60.8%. Operating expenses decreased 4% in the fourth quarter and 3% for the full year, reflecting initiatives focused on productivity and cost control.
Hugo Boss CEO Daniel Greider said: “2025 once again highlighted the rapid transformation of our industry, driven by technological innovation, evolving consumer preferences, and ongoing macroeconomic and geopolitical uncertainty.
“Throughout the year, we’ve created inspiring brand moments as we build truly desirable brands and build lasting customer relationships. At the same time, we’ve continued to drive efficiency in our business and remain disciplined in managing our cost base. This balanced approach has enabled us to reach our financial goals in 2025, supported by Performance IV.”
Outlook for FY 2026
Looking ahead, Hugo Boss has outlined its ambitions for 2026 under its Claim 5 Touchdown strategic framework announced on 3 December 2025.
The company expects currency-adjusted group sales to fall in the mid-to-high single digits as it undertakes brand and channel realignment measures.
EBIT is expected to range between €300m and €350m as expected improvements in gross margins and ongoing cost efficiencies are offset by lower sales.
Greider continued: “2026 will be a decisive year of targeted brand and channel realignment. This includes a more targeted approach to our worldwide distribution to increase products and quality, as well as more focused and higher product alignments across brands. While these deliberate actions will temporarily affect the top and bottom lines we need to succeed. We are firmly focused on strengthening our profitability, strong earnings beyond 2026. To execute with discipline to support the profile, I have full confidence in the strength of our brands, our strategy and our global team, as we unlock the full potential of Hugo Boss and take the company to the next level.”
