Hugo Boss reported full-year 2025 results on 10 March 2026, with group sales of $4.79 billion, down 1% in euros and up 2% on a currency-adjusted basis. Operating profit (EBIT) rose 8% to $439 million, lifting the EBIT margin by 80 basis points to 9.2%, and net income rose 16% to $291 million. The company forecast that sales would fall in 2026 and proposed cutting its dividend to the legal minimum.
The fourth quarter was stronger. Sales rose 7% on a currency-adjusted basis to $1.44 billion, and fourth-quarter EBIT rose 22% to $173 million.
Menswear held up, Hugo and womenswear fell
BOSS Menswear, by far the largest part of the business, grew 3% on a currency-adjusted basis to $3.76 billion. BOSS Womenswear fell 5% to $314 million and the more casual HUGO brand fell 4% to $723 million. The company has set up a standalone womenswear division led by Kerstin Dorst, who joined in January from Tory Burch, The Impression reported.
| Region | Sales ($ million) | Change |
|---|---|---|
| EMEA | 2,990 | +2% |
| Americas | 1,115 | +3% |
| Asia/Pacific | 571 | -5% |
| Licenses | 117 | -5% |
Source: Hugo Boss full-year 2025 press release. Asia/Pacific was held back mainly by weak demand in China.
By channel, digital sales rose 7% to $1 billion, brick-and-mortar wholesale rose 2% to $1.24 billion and the company's own stores were flat at $2.43 billion. Hugo Boss ended 2025 with 1,462 own retail points of sale, down from 1,532 a year earlier, including 485 freestanding stores.
A reset year in 2026
The company missed its earlier CLAIM 5 goal of $5.61 billion in annual sales by 2025. In December 2025 it revised the strategy, now called CLAIM 5 TOUCHDOWN and running to 2028, to put profitability, cash generation and operational discipline ahead of top-line growth. The plan includes streamlining product lines, refining distribution and closing about 50 stores by 2028, according to The Impression. Grieder told reporters the company would reach the $5.61 billion goal one day but gave no timing.
“2025 once again highlighted the rapid transformation of our industry”
Daniel Grieder, chief executive, Hugo Boss
For 2026 the company expects currency-adjusted sales to fall by a mid- to high-single-digit percentage and EBIT of $337 million to $393 million, with growth resuming from 2027. It proposed a dividend of $0.04 per share for 2025, down from $1.57 for 2024, for approval at the annual general meeting on 21 May 2026, and announced a share buyback of up to $224 million through the end of 2027.
What it means for suit buyers
Boss sells its suits through its own stores, wholesale partners and online. The plan to close about 50 stores and trim product lines points to a narrower offer in some places, while the company's own figures show BOSS Menswear, which includes its suits, holding up better than its casual and women's lines. Shoppers comparing a Boss suit with made-to-measure options can use our guide to fused and canvassed construction to judge what they are paying for.
Three months after these results, Frasers Group, which already held about 26% of Hugo Boss shares, launched a takeover offer for the company.
