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Hugo Boss reaches near-pre-pandemic sales levels
Wegavision@Wikimedia Commons

Hugo Boss reaches near-pre-pandemic sales levels

On this episode of Talking Shop I’m joined by Alain Bejjani—former Group CEO of Middle East retail giant Majid Al Futtaim, and author of the definitive new book, NEXT: Leading Through the New Realities. Drawing on his childhood in war-torn Beirut, and his experience steering a $9.5bn dollar retail and lifestyle empire through a global pandemic, Alain brings an unmatched perspective on leadership under pressure. Today, we break down his crisis survival playbook for retailers operating in distress. We discuss why resilience must always outpace efficiency, the four assets a brand must protect at all costs, and how to turn macro-turmoil into a long-term direction that scales.

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Hugo Boss has reported a near-return to pre-pandemic sales of €629m (£536m) in Q2 FY21, falling 4% when compared to the same quarter in 2019.

The currency-adjusted figure represents a 133% year-on-year rise, with sales in group currency also climbing 129% from €275m (£235m) in Q2 FY20.

The luxury fashion house also swung to a €42m (£35.8m) operating profit in the quarter, up from operating losses of €250m (£213m) in the same period last year.

In turn, Hugo Boss has forecasted currency-adjusted group sales to grow between 30% and 35% for the full year when compared to FY20’s €1.95bn (£1.66bn).

It also expected to see operating profits of between €125m (£107m) and €175m (£149m) for FY21, up from FY20’s €236 losses.

Daniel Grieder, CEO at the company, said that the growth “impressively demonstrates the great potential” of its Hugo and Boss brands.

He added: “We are well prepared to further drive our business recovery also in the second half of the year. 

“Looking ahead, I am convinced that our strong brands, diversified business model, and highly motived teams will enable Hugo Boss to unlock its full potential in the years to come.”

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