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Hugo Boss Reports 4 Percent Growth in 2024, Even As Momentum Slowed

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Hugo Boss reported revenues grew 6 percent to 1.25 billion euors in the fourth quarter, a pace more robust than the third quarter, when momentum stalled. For the full year, sales at the German company advanced 4 percent, in currency adjusted terms, to 4.31 billion euros. The 2024 numbers “underscores the increased relevance of Boss and Hugo and highlights the great potential of our two brands,” chief executive officer Daniel Grieder asserted in a statement. “At the same time, macroeconomic and geopolitical volatility remains high, weighing on consumer sentiment and impacting our business performance since the beginning of the year.” Related Articles Fashion Scoops Boss to Sponsor the First Art Basel Awards Media New Hugo Boss Campaign Highlights Sustainable Clothing Although EBIT — earnings before income and taxes — improved in the fourth quarter, rising 4 percent, Hugo Boss was not able to post an improved EBIT for the full year. This shrank 12 percent in 2024 and equaled 361 million euros. You May Also Like The more casual and smaller Hugo line grew the most, with sales rising 5 percent, while the company’s mainstay, the more formal Boss menswear line, rose 3 percent. Boss womenswear also grew 3 percent. Hugo Boss saw most growth in the Americas, with sales revenues there rising 8 percent. This reflected high single-digit growth in the U.S. market, which Hugo Boss has put special focus on. Sales in the group’s home market, EMEA — Europe, the Middle East and Africa — grew 3 percent, “driven by sales improvements in Germany and double-digit growth in emerging markets,” the company explained in a statement. Revenues in Asia-Pacific shrank 2 percent, mainly due to muted consumer demand in China, the company said. The company expects 2025 to be another tough year, “marked by ongoing macroeconomic and geopolitical volatility.” “Subdued consumer sentiment and muted store traffic have been weighing on business performance since the beginning of the year, with the overall market environment remaining uncertain,” it noted. Group sales in 2025 are expected somewhere between a fall of 2 percent and an increase of 2 percent, with final sales income sitting between 4.2 billion and 4.4 billion euros. This falls short of the goals that Grieder put in place in 2021. Hugo Boss was supposed to have been bringing in 5 billion euros per year by 2025. Company executives had already warned that this goal would be delayed and there would be more focus on profitability. Hugo Boss predicts EBIT to improve in 2025 though, increasing between 5 percent and 22 percent to between 380 million euros and 440 million euros.

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