Hugo Boss AG

BOSS: XETR (DEU)

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Hugo Boss: Expects Revenue Decline in a Brand Reset in 2026

Jelena Sokolova

Dec 3, 2025

Hugo Boss delivered surprising guidance for a mid- to high-single-digit revenue decline in 2026, driven by a strategic brand reset that should position it better for long-term growth with profits at EUR 300 million-EUR 350 million (EUR 360 million in 2024).

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Hugo Boss AG

Hugo Boss: Expects Revenue Decline in a Brand Reset in 2026

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