HUGO BOSS AG: management transactions · Germany · BaFin

About HUGO BOSS AG

HUGO BOSS AG is a German premium fashion group listed on Xetra/Frankfurt (DAX/MDAX/SDAX), with headquarters in Metzingen, Germany. Founded in 1924 by Hugo Ferdinand Boss, the company has evolved from a small tailoring business into an international fashion and lifestyle platform focused on high-end apparel and accessories. Today, its business model is built primarily around two complementary brands, BOSS and HUGO, which address different customer segments while sharing a premium positioning, strong design standards, and an emphasis on quality, fit, and brand appeal. HUGO BOSS’ core activities cover men’s and women’s clothing, shoes, accessories, and selected lifestyle and licensed product categories. BOSS represents the broader and more commercially scaled brand, with a strong presence in tailoring, casualwear, and 24/7 lifestyle assortments. HUGO targets a younger, more fashion-forward audience with a more progressive aesthetic. The group operates through a diversified omnichannel model, combining own retail, e-commerce, and wholesale. This structure supports brand visibility, pricing control, and broad international reach. From a competitive standpoint, HUGO BOSS operates in a highly contested premium market, competing with luxury houses, global fashion groups, and specialist premium casualwear brands. Its competitive strengths include strong brand recognition, a balanced product mix spanning formal and casual wear, and continued execution on brand elevation, operational simplification, and digital development. Management also places increasing focus on sourcing efficiency, inventory discipline, and distribution optimization, all of which are important for margin resilience in a volatile consumer environment. Geographically, the company has a global footprint, with a meaningful base in EMEA, significant exposure to the Americas, and a more uneven performance profile in Asia/Pacific, particularly China, according to recent company disclosures. The business remains firmly anchored in Germany, where Metzingen serves as both headquarters and a strategic campus location. Recent developments underscore a broader strategic reset. In 2025 and early 2026, management communicated its CLAIM 5 TOUCHDOWN roadmap, aiming to simplify the business, strengthen brands, and restore profitable growth over the medium term. HUGO BOSS also announced a share buyback program of up to EUR 200 million through the end of 2027, signaling a commitment to shareholder value creation. At the same time, the group reported solid 2025 results despite a still challenging backdrop and continued investing in its Metzingen headquarters, reinforcing its long-term commitment to the brand and operating platform.