Annual
Report
2025

Our Vision

Be the PREMIUM TECH-DRIVEN, CUSTOMER-CENTRIC FASHION PLATFORM WORLDWIDE

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RECAP

2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025 2025

Daniel Grieder Daniel Grieder

Chief Executive Officer of HUGO BOSS

In 2025, we at HUGO BOSS focused on strengthening our brands and deepening engagement with consumers, while also driving efficiency across our business. This enabled us to deliver on our financial targets. Beyond that, we introduced CLAIM 5 TOUCHDOWN, our clear strategic framework through 2028, designed to elevate brand equity and pave the way for sustainable, profitable growth.

Letter to shareholders

OUR 2025 HIGHLIGHTS

Highlights

Highlights Highlights Highlights

Group Strategy
CLAIM 5 TOUCHDOWN PAVES THE WAYS FOR SUSTAINABLE, PROFITABLE GROWTH
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Business Performance
HUGO BOSS ACHIEVES FINANCIAL TARGETS FOR 2025
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Sustainability Strategy
OUR COMMITMENT FOR A BOLD AND BETTER FUTURE
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Further highlights

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Results Results Outlook Results Outlook Results Outlook Potential Results Outlook Potential Results Outlook Potential

4.3
EUR BILLION GROUP SALES
391
EUR million EBIT
mid- to high-single-digit
decline currency-adjusted Group sales
300- 350
EUR million EBIT
Outgrow
the market Group sales
~ 12
percent EBIT margin

2025
2026
Potential

Stories

SHAPING BRAND DISTRIBUTION OPERATIONAL EXCELLENCE

01 SHAPING BRAND EXCELLENCE

With CLAIM 5 TOUCHDOWN, it’s time to further elevate BOSS and HUGO, continue shaping what our brands stand for, and strengthen their positioning as truly desired global brands.
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02 SHAPING DISTRIBUTION EXCELLENCE

Excellent brands deserve excellent stages. That’s why we continue to shape every moment where consumers experience BOSS and HUGO – not only showcasing our brands but make people feel them.
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03 SHAPING OPERATIONAL EXCELLENCE

Behind every strong brand stands a strong engine. Over the past years, we have systematically built that engine, with significant investments into global operations. Now, we are shifting from building the foundation to fully leveraging it.
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Annual Report2025