Hugo Boss is reorganizing and implementing a new multi-year plan to return to growth from 2027 onwards. The measures will reduce sales in 2026, but should lead to a recovery thereafter.
Retail network review
The Claim 5 Touchdown strategy will start next year and run until 2028, focusing on brand value, distribution, and operations. Hugo Boss is adjusting its commercial approach with selective price increases and a greater focus on full-price sales, with fewer promotions.
