HUGO BOSS AG announced the launch of CLAIM 5 TOUCHDOWN, a strategic initiative that sets the course for sustainable and profitable growth through 2028. The program, approved by both the Managing Board and Supervisory Board, will focus on three key areas of excellence: brand, distribution, and operations. These priorities are designed to enhance efficiency, strengthen competitiveness, and pave the way for long-term success. At the same time, the company aims to significantly accelerate free cash flow generation, targeting average annual free cash flows of around 300 million euros, excluding IFRS 16, from 2026 onward.
The year 2026 will serve as a period of realignment, during which HUGO BOSS will streamline processes, refine assortments, and optimize its distribution network. As part of this deliberate brand and channel realignment, currency-adjusted sales are expected to decline mid- to high-single digits in 2026. Growth is anticipated to return in 2027 and accelerate further in 2028. Gross margin improvements are expected from 2026 onward, supported by sourcing efficiencies, selective price adjustments, and stronger full-price sell-through.
EBIT is projected between 300 million euros and 350 million euros in 2026, with profitability set to improve from 2027 onward. This disciplined approach underscores the company's commitment to sustainable value creation.
HUGO BOSS said it will provide further details on CLAIM 5 TOUCHDOWN on December 3, 2025, and present its detailed outlook for fiscal year 2026 on March 10, 2026, alongside the release of its full-year 2025 results.
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