BERLIN – German menswear specialist Hugo Boss managed to hold onto growth in the second quarter of 2025. The brand saw sales rise 1 percent on a currency adjusted basis to 1.01 billion euros between April and June.
That was slightly above expectations. Market analysts had expected Hugo Boss to bring in arouns 998 million euros over the three months.
The results mean that over the first half of the year, the company has tallied 2 billion euros in sales, flat on a currency adjusted basis.
“The second quarter of 2025 was once again marked by a challenging macroeconomic and industry environment, with global consumer confidence remaining at a low level,” Hugo Boss chief executive Daniel Grider said in a statement. But, he added, “we delivered solid top- and bottom-line improvements.”
The company’s mainstay, Boss menswear, drove growth in the second quarter and sales of this category rose 5 percent to 808 million euros. Boss womenswear slipped 8 percent to 62 million euros and Hugo, the more casual line, slid 12 percent to 132 million euros.
Sales in Hugo Boss’ all-important home market of Europe, the Middle East and Africa rose 3 percent, currency adjusted, to 618 million euros. Hugo Boss reported a slight decline in the United Kingdom but this was offset by better business in Germany and France, the company noted.
In the Americas, where Hugo Boss has been pushing hard to become a 24/7 lifestyle brand, sales grew 2 percent to 236 million euros. After a “softer start” to the year in North America, the company was now seeing gains there, Hugo Boss said.
In the Asia Pacific region, sales fell 5 percent to 124 million euros. Demand in China was “particularly subdued.”
The brightest spot on Hugo Boss’ balance sheet for the second quarter came in terms of earnings before interests and taxes, or EBIT, an important indicator of day-to-day profitability. In the second quarter, Hugo Boss’ EBIT rose 15 percent to 81 million euros, above market consensus. This equals a 2 percent rise, in currency adjusted terms, over the first six months of 2025. The company has been focused on controlling costs and increasing efficiencies, executives have repeatedly said. Over the same period last year, EBIT fell by 42 percent.
As a result of steady sales during the first half of the year, Hugo Boss confirmed its guidance for the year. The German brand still expects group sales in 2025 to end up somewhere between a fall of 2 percent and an increase of 2 percent, with sales between 4.2 billion euros and 4.4 billion euros. It also forecasts that EBIT will total between 380 million euros and 440 million euros for the whole year.
