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Hugo Boss Weathers Economic Storm, Posts Solid Q2 Gains
5 Aug
Summary
- Hugo Boss sales rise 1% in Q2 2025 to €1.01 billion
- EBIT up 15% to €81 million, beating market expectations
- Menswear drives growth, while womenswear and casual lines decline
As of August 5th, 2025, the German menswear specialist Hugo Boss has managed to maintain growth momentum in the face of a difficult macroeconomic environment. In the second quarter of 2025, the brand saw its sales rise by 1% on a currency-adjusted basis, reaching €1.01 billion. This was slightly above market expectations, with analysts forecasting around €998 million in revenue for the three-month period.
Over the first half of 2025, Hugo Boss has tallied €2 billion in sales, remaining flat on a currency-adjusted basis. The company's CEO, Daniel Grider, acknowledged the challenging conditions, stating that "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." However, he added that the company "delivered solid top- and bottom-line improvements."
The key driver of growth in the second quarter was the company's mainstay Boss menswear line, which saw a 5% increase in sales to €808 million. In contrast, Boss womenswear slipped 8% to €62 million, and the more casual Hugo brand declined 12% to €132 million. Geographically, sales in Hugo Boss' crucial European, Middle Eastern, and African markets rose 3%, while the Americas region saw a 2% increase. The Asia Pacific region, however, experienced a 5% decline, with demand in China particularly subdued.
Despite the mixed performance, Hugo Boss' earnings before interest and taxes (EBIT) rose 15% in the second quarter to €81 million, surpassing market consensus. This represents a 2% increase in EBIT over the first half of 2025, a significant improvement from the 42% decline seen in the same period last year. The company's focus on cost control and operational efficiency has been a key factor in this turnaround.
As a result of the steady sales during the first half of the year, Hugo Boss has confirmed its guidance for 2025. The company expects group sales to end up somewhere between a 2% decline and a 2% increase, with revenue ranging from €4.2 billion to €4.4 billion. Additionally, Hugo Boss forecasts that its EBIT will total between €380 million and €440 million for the full year.
