Annual Report 2017

Annual Report 2017

BOSS dresses the drive.
For men on their way to greatness.
For women making bold moves.

The BOSS customer is:

  • forward-looking
  • confident
  • open
  • focused
  • cultured
  • elevated

BOSS offers

  • businesswear
  • casualwear
  • athleisurewear

to a quality-seeking customer who wants to be dressed impeccably for every occasion.

BOSS stands for:

  • masculinity/femininity
  • sexiness
  • success
  • style
  • precision


of Group sales

Two brand strategy

HUGO is the platform of self-expression.
Prepare to embrace the possible.

The HUGO customer is …

  • globally engaged
  • always curious
  • authentically expressive

HUGO offers contemporary design trends and progressive looks with cool accents.

We live in the age of individuality.


of Group sales

Two brand strategy

BOSS and HUGO are distinct brands but share the same core values.

  • innovation
  • authenticity
  • sustainability
  • trustworthiness
  • premium quality and perfect fit

Two brand strategy

Letter to Shareholders

“We achieved what we set out to do in 2017”, says Mark Langer, CEO of HUGO BOSS AG. “This year, we want to step up the pace of growth. The new BOSS and HUGO collections are being very well received by the market. Feedback from the BOSS Menswear and BOSS Womenswear presentations in New York was also very positive. Our strategic realignment is taking effect. Thus we are on the right track towards sustainable and profitable growth.”

Letter to Shareholders


  • +3%1

    Group sales

    2,733 (in EUR million)

  • 0%

    EBITDA before special items

    491 (in EUR million)

  • +19%

    Consolidated net income

    231 (in EUR million)

  • +33%

    Free cash flow

    294 (in EUR million)

1 On a currency-adjusted basis.