Vision to be the leading premium, tech-driven, customer-centric global fashion platform
CLAIM 5 TOUCHDOWN to pave way for sustainable, profitable growth
Clear execution focus on brand, distribution, and operational excellence
In December 2025, HUGO BOSS introduced CLAIM 5 TOUCHDOWN, setting the strategic course through 2028 and paving the way for sustainable, profitable growth. Amid a challenging market environment, CLAIM 5 TOUCHDOWN builds on the achievements of the Company’s CLAIM 5 strategy, initially launched in 2021. CLAIM 5 has driven a noticeable acceleration in momentum for both BOSS and HUGO, reflected in robust top-line growth across brands, channels, and regions, and resulting in significant market share gains globally. At the same time, supported by substantial investments in the business, HUGO BOSS has established a solid operational and organizational platform, laying a strong foundation for long-term success. Building on this foundation, HUGO BOSS will now refocus, refine, and realign its business to further strengthen brand equity, while also enhancing efficiency, profitability, and long-term value creation.