On August 5, German fashion brand Hugo Boss announced its financial results for the second quarter of 2025. The company reported revenues of €1.015 billion, marking a 1% year-over-year increase on a currency-adjusted basis, thereby maintaining modest growth despite a difficult environment. For the first half of 2025, total revenues amounted to €2.0 billion, flat compared to the previous year on a currency-adjusted basis.
BOSS Menswear Drives 5% Growth
The key driver of growth in the second quarter was the brand’s core category, BOSS Menswear. In the Spring/Summer 2025 season, the brand launched its first-ever collaborative collection with David Beckham, titled “BECKHAM x BOSS,” which garnered significant attention. Boosted by the success of this collection, BOSS Menswear posted a 5% year-over-year increase in sales, reaching €808 million and accounting for approximately 80% of the group’s total revenue—further solidifying its position as a central pillar of the business. In contrast, BOSS Womenswear saw a decline of 8% to €62 million, and HUGO fell 12% to €132 million, both facing continued challenges.
In an official statement, Hugo Boss commented, “In the current challenging market environment, we focused on further strengthening our BOSS Menswear business, and we succeeded in doing so.” The company added that “BOSS Womenswear and HUGO are in a transitional phase,” and it is working to redefine category positioning, streamline product assortments, and reevaluate customer preferences as part of its turnaround efforts.
Regional Breakdown: EMEA Up 3%, Weak China Drags Asia-Pacific
Regionally, the EMEA (Europe, Middle East, and Africa) region recorded a 3% increase on a currency-adjusted basis, totaling €618 million. Strong performances in Germany and France offset a slight decline in the UK.
In the Americas, revenues grew 2% on a currency-adjusted basis but declined 6% on a reported basis due to currency effects. Foot traffic in malls and outlets in North America temporarily dropped during the quarter, though the company noted that collections sold well, and a reduced reliance on discounting supported conversion rates.
The Asia-Pacific region struggled, with sales down 5% on a currency-adjusted basis and 6% on a reported basis due to subdued consumer sentiment in China, which had a significant impact on regional performance.
Profitability Improves with Cost Discipline, EBIT Up 15% to €81 Million
There were positive signs in profitability. EBIT (earnings before interest and taxes) rose 15% year-over-year to €81 million, significantly rebounding from a 42% decline in the same quarter last year. The EBIT margin also expanded to 8.1%.
Hugo Boss attributed the improvement to its decision to hold back on investments in areas like store renovations, while intensifying its focus on fixed cost management and operational efficiency.
Tariff Strategy and Pricing Outlook: Cautious Price Adjustments in H2 2025
The company reaffirmed its full-year outlook for 2025, forecasting revenue to remain in a range of –2% to +2%, or between €4.2 billion and €4.4 billion. EBIT is expected to range between €380 million and €440 million, reflecting potential growth of up to 22%.
Regarding the U.S. government’s 15% tariff on European imports, Hugo Boss stated that the impact would be limited. A large portion of its U.S.-bound products is manufactured in Portugal, Turkey, and Italy—regions less affected by the new duties. Starting with the Spring/Summer 2026 collection, Hugo Boss plans to implement modest price increases globally, rather than focusing solely on the U.S. market, as part of a broader pricing strategy.
CEO Daniel Grieder commented, “The second quarter of 2025 was once again marked by a challenging macroeconomic and industry environment, with global consumer confidence remaining at a low level. Against this backdrop, we delivered solid top- and bottom-line improvements, supported by further efficiency gains through our rigorous and sustainable cost discipline.”
He added, “Importantly, we remain committed to our long-term ambition of strengthening brand relevance over short-term gains. The successful launch of our Beckham X BOSS collection in April is just one example of how we are continuing to drive brand momentum, even in a volatile environment.”
“Looking ahead, we remain confident in the great potential of our brands and our business model. By continuing to invest in brand-building initiatives, strengthening global relevance, and fostering customer loyalty, we are reinforcing our commitment to long-term profitable growth and creating sustainable value for our shareholders,” he concluded.
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