Hugo Boss sales fell 1 percent, in currency neutral terms, in the third quarter, and totaled 989 million euros.
The German menswear specialist’s sales have been steady most of this year, falling and rising only one or two percentage points every quarter. The result over the first nine months of the year: A 1 percent dip in sales, in currency neutral terms, and sales worth 2.99 billion euros.
“Despite ongoing global market volatility in Q3, we remained focused on our strategic priorities, emphasizing long-term brand strength over short-term gains,” the German company’s chief executive Daniel Grieder said in a statement.
Sales of the company’s flagship Boss menswear did not change, in currency neutral terms, compared to the same period last year. The more formal line, which accounts for about four-fifths of all sales, brought in 764 million euros in the third quarter. During the three months, the company launched a collaboration with star athlete David Beckham and held a fashion show in Milan in September.
Boss womenswear sales fell 9 percent, in currency neutral terms, to hit 67 million euros. Sales of Hugo, the company’s more casual and sporty line, fell 5 percent, to 158 million euros.
Hugo Boss said the sales drops in those product categories were partially the result of “streamlining product assortments and refining distribution activities.”
Hugo Boss saw a decrease in its largest market, Europe, the Middle East and Africa. There sales dipped 2 percent, in currency neutral terms, to 641 million euros. While sales developed positively in France and Germany, that success was offset by a decline in the U.K., the company explained in its statement.
In Asia Pacific, Hugo Boss sales decreased by 4 percent with the decline mostly driven by less demand in China. In the Americas, they rose by 3 percent, currency neutral, and this was due to small, sequential improvements in the U.S. market, Hugo Boss noted.
Hugo Boss has been working on “strict cost management” for most of the year, cutting back on things like marketing spend, and that meant earnings before interest and taxes, or EBIT, was comparatively steady. It only fell 1 percent, in currency neutral terms, and came in at 95 million euros.
On the back of third quarter results, the company confirmed its guidance for the year but also warned that results would likely come in at the lower end of the range it had forecast. Hugo Boss expects sales for all of 2025 to end up between 4.2 billion euros and 4.4 billion euros and for operating profit to land between 380 million euros and 440 million euros.
