Hugo Boss Forecasts Flat Sales for 2025 Amid Global Challenges

The company cites macroeconomic and geopolitical volatility as key factors impacting its delayed €5 billion sales target.

Hugo Boss reported a 3% sales growth in 2024, reaching €4.3 billion, but expects 2025 sales to remain flat between €4.2 billion and €4.4 billion.
The company’s EBIT for 2025 is projected to grow between 5% and 22%, driven by improved efficiencies despite challenging market conditions.
Performance in 2024 varied by region, with 8% growth in the Americas, 3% in EMEA, and a 2% decline in the Asia-Pacific region due to weak demand in China.
Digital sales accounted for 20% of overall revenues in 2024, growing by 6%, while bricks-and-mortar retail saw a 1% decline despite a stronger fourth quarter.
Hugo Boss’s €5 billion sales target, originally set for 2025 under its 'Claim 5' strategy, has been delayed, with no new timeline provided by the company.