Annual Report 2023

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HELLO Customers

In the world of shopping, making every moment count is key. At HUGO BOSS, we’re not just selling our products, we’re creating experiences. Just like building connections with our customers that last. Since the introduction of our "CLAIM 5" strategy, we have embarked on a transformative journey. We've made considerable progress in leveraging the brand power of BOSS and HUGO across all consumer touchpoints, delivering a seamless omnichannel experience that sets new industry standards.

To lead HUGO BOSS into a successful future and leverage our global growth opportunities, we will continue to ‘Drive Omnichannel’ and turn our stores into THE place to be.

Oliver Timm, CSO of HUGO BOSS

Our commitment to leveraging our strong global channel mix remains steadfast, ensuring that every interaction with our brands, BOSS and HUGO, is nothing short of exceptional. As part of “CLAIM 5,” we are redefining what it means to shop with us, introducing inspiring concepts and experiences that make every visit special.

Memorable Store Experiences

Stepping into our stores, consumers will find a perfect blend of affordable luxury fashion, cutting-edge innovation, and heartfelt emotions. With the ongoing global rollout of our latest BOSS and HUGO store concepts, we are significantly elevating the customer experience: more inviting, more digital, and more emotional than ever before.

HUGO-BOSS store with shelves and products, styled in a warm, golden-bronze tone (photo)

HUGO-BOSS store with shelves and products, in a white and red design (photo)

HUGO-BOSS store with shelves, products for men and a sofa, styled in a warm, golden-bronze tone (photo)

HUGO-BOSS store with shelves and products for men, styled in a warm, golden-bronze tone (photo)

We've been busy upgrading our stores around the world, from London and Milan to Dubai and Guangzhou. With more than 200 stores already revamped, we're making sure that wherever BOSS and HUGO fans go, they’ll find a first-class customer experience that's second to none.

Pop-Up Encounters

Pop-ups are just another way to surprise and excite consumers. Accompanying the grand reopening of our fully refurbished BOSS store in Dubai Mall, our spectacular takeover of the iconic AURA Skypool guaranteed an immersive phygital experience like no other.

Male HUGO-BOSS products displayed on shelves at BOSS AURA, zoomed in (photo)

A chessboard with a sofa; in the background is a city with skyscrapers (photo)

Female HUGO-BOSS products displayed on shelves at BOSS AURA (photo)

HUGO-BOSS towel on a lounger; in the background there are the sea and some buildings (photo)

We showcased our latest collections against a stunning backdrop of breathtaking views, creating an experience that captivated the senses and left a lasting impression on those who attended. It's events like these that add a touch of excitement to your shopping experience.

Hospitality Concepts

When it comes to delivering exceptional customer experiences, we believe in exceeding expectations. That's why we are going above and beyond by introducing inviting hospitality concepts. Take our newly renovated BOSS store on London’s bustling Regent Street, for instance. Here, we've unveiled our inaugural BOSS Bar, inviting consumers to unwind and sip a drink while browsing.

Remodeled HUGO BOSS store with shelfs of their newest collection on display (photo)
A bar with chairs, cozy couches and sofas (photo)

It's all about ensuring the store visit is not just comfortable but truly enjoyable, as we're dedicated to making our customers feel welcomed and appreciated throughout their time with us.

to the Future

To lead HUGO BOSS into a prosperous future and capitalize on global growth opportunities, we remain steadfast in our commitment to “Drive Omnichannel.” We're dedicated to harnessing the power of data and AI to revolutionize customer interactions. Through our new loyalty program, we will further elevate customer engagement, shaping the future of brand loyalty. By hyper-personalizing our services, product offerings, and experiences, we're forging even deeper connections with our global clientele.

This way, we're paving the way forward for BOSS and HUGO, unlocking the full potential of our iconic brands.