Consumer Touchpoints

With a global presence of around 8,000 consumer touchpoints, distribution is a key strategic lever for HUGO BOSS to strengthen brand equity, deepen customer relationships, and drive sustainable growth. By moving to where consumers expect us to be, we ensure being omnipresent both physically and digitally. In line with our premium positioning, HUGO BOSS is committed to delivering a best-in-class omnichannel journey. Our own retail business plays a key role in this context. By offering a brand-led shopping experience and first-class customer service, it enables us to interact directly with our customers and turn them into true fans. To drive distribution excellence as part of CLAIM 5 TOUCHDOWN, we aim to further elevate the BOSS and HUGO brand experience across all touchpoints – from brick-and-mortar retail and brick-and-mortar wholesale to our digital touchpoints. Each channel is designed to fulfill distinct customer needs, while together forming a seamless and consistent omnichannel experience.

Distribution formats

Brick-and-mortar retail

Our brick-and-mortar retail business represents the largest channel for HUGO BOSS, accounting for 51% of Group sales in 2025 (2024: 52%). As of year-end 2025, we operated 1,462 own retail points of sale worldwide (2024: 1,532), including 485 freestanding stores (2024: 500), focused on prime retail locations. Our freestanding full-price retail stores offer a superior, brand-led shopping experience, combining experiential store design, in-store digitalization, and seamless omnichannel integration. To further engage with consumers worldwide, we also operate pop-ups and hospitality concepts, such as the Beckham x BOSS Shanghai pop-up in 2025, creating special moments of brand activation. In addition, we run self-managed shop-in-shops in department stores as part of the concession model, as well as self-managed factory outlets allowing us to introduce our brands to more value-oriented customer segments.

In recent years, HUGO BOSS has made significant investments in its own retail business. As part of this transformation, we successfully rolled out new store concepts for BOSS and HUGO that are more brand-led and more digital, thereby turning our stores into true points of experience. As of December 31, 2025, the majority of our freestanding BOSS and HUGO stores had been refreshed or equipped with the latest store concepts, including halo stores in Barcelona, London, Dubai, and Shanghai. Halo stores play a vital role in delivering a superior and comprehensive brand experience in key metropolitan areas, inspiring and engaging with consumers. To exploit the full potential of brick-and-mortar retail, as part of CLAIM 5 TOUCHDOWN, HUGO BOSS will continue to elevate its own store portfolio to enhance the customer experience. At the same time, we aim to optimize our store network to improve both sales productivity and retail efficiency. Key measures include the renegotiation of expiring rental contracts and the selective closure of up to 50 stores between 2025 and 2028. Group Strategy, Distribution Excellence Earnings Development

Shaping Distribution Excellence

Excellent brands deserve excellent stages. That’s why we continue to shape every moment where consumers experience BOSS and HUGO – not only showcasing our brands but make people feel them.

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Brick-and-mortar wholesale

Our brick-and-mortar wholesale business accounted for 26% of Group sales in 2025 (2024: 26%), addressing consumers who prefer to discover and enjoy a variety of brands, while also extending reach into smaller markets not covered by our own retail business. Department stores and specialist retailers distribute BOSS and HUGO products through shop-in-shops or multi-brand environments, while franchise partners operate mono-branded freestanding stores independently. In total, our wholesale business comprises around 6,400 brick-and-mortar points of sale worldwide (2024: around 6,500), including 432 franchise stores (2024: 388). We sell our collections to wholesale partners via 10 showrooms globally, offering wholesale partners a premium brand environment during the selling process. In addition, we are increasingly using digital showrooms, which enable a more seamless and efficient order process while enhancing flexibility for wholesale partners.

In recent years, our brands significantly increased their visibility and market presence at key European and U.S. department stores. Going forward, HUGO BOSS will continue to foster strategic partnerships while adopting a more selective distribution approach. This includes focusing on the most relevant partners and further sharpening product assortments to strengthen brand equity. In line with CLAIM 5 TOUCHDOWN, the Company will also further expand its global franchise business, particularly in emerging markets, to capitalize on regional growth opportunities.

Digital

Our digital touchpoints – including hugoboss.com, online concessions, and digital wholesale – contributed 21% of Group sales in 2025 (2024: 20%). Our online flagship hugoboss.com plays a key role in this context, offering a first-class digital shopping experience and direct access to BOSS and HUGO customers across 74 markets (2024: 74 markets). Over the past years, we have significantly increased the reach and relevance of hugoboss.com, driven by the successful relaunch of our website, the continued global expansion of our digital presence, and the relaunch of our customer app as a fully integrated touchpoint within our omnichannel ecosystem. The latter includes key features such as virtual product try-ons or AI-enabled chatbots.

To exploit the full potential of our digital business and unlock additional growth opportunities, we are advancing seamless brand and customer experiences across platforms, driven by captivating content and consistent brand storytelling. As part of CLAIM 5 TOUCHDOWN, we will further amplify our two-brand strategy on hugoboss.com to enhance customer experience and reinforce assortment guidelines across touchpoints.

Customer loyalty

HUGO BOSS aims to turn consumers into fans by putting strong emphasis on retaining and engaging with our most valuable customers. Already in 2024, we launched our next-level loyalty program HUGO BOSS XP, a hyper-personalized omnichannel member experience centered on the hugoboss.com app. Leveraging advanced technologies, the program is designed to build brand loyalty, boost member sales, and drive customer lifetime value. HUGO BOSS XP was first rolled out in the UK, Germany, and France, and was expanded to the U.S. and China in 2025. Supported by this broader rollout and increasing customer engagement, we successfully expanded our member base by around 20% in 2025, reaching more than 13 million members by the end of the fiscal year (2024: more than 10 million).