Hugo Boss AG

BOSS: XETR (DEU)

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Hugo Boss Outperforms In 2024 Thanks to Lower-Than-Peer Exposure to Asia

Jelena Sokolova

May 2, 2025

Business Strategy and Outlook

We think Hugo Boss’ strong positioning, with almost 10% market share and high brand awareness in the premium menswear category, as well as relatively high share of distribution control, should allow the company to generate average returns of 11%-12%, above our 9% cost of capital estimate over the next 5 years.

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Hugo Boss AG

Hugo Boss Outperforms In 2024 Thanks to Lower-Than-Peer Exposure to Asia

Business Strategy and Outlook

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