David Beckham collab helps Hugo Boss sales inch up in Q2

Hugo Boss has revealed its currency-adjusted group sales increased 1% to €1.02bn (£871.4m) during the second quarter of the year, as its collaboration with David Beckham helped boost its Boss Men division.

It comes as the partnership helped currency-adjusted revenues for Boss Menswear jump 5% in the second quarter, which the brand said “demonstrates the brand’s resilience and appeal even in a volatile environment.”

Meanwhile, it confirmed it has also taken proactive steps to strengthen the long-term performance of Boss Womenswear and Hugo. Strategic initiatives, such as streamlining the product assortment and refining sales activities, are designed to enhance efficiency and drive sustainable growth. 

As a result, currency-adjusted sales for Boss Womenswear decreased 8% in the second quarter, while at Hugo  were down 12%.

Operating expenses fell below prior-year levels – down 3% in the second quarter and 2% in the first half – reflecting ongoing cost discipline and efficiency gains across key business areas.Earnings before interest and tax (EBIT) returned to growth, rising 15% in the quarter and 2% in the half, lifting the EBIT margin by 120 basis points to 8.1% in the quarter (up 20 basis points to 7.1% for the half).

The company also confirmed its full-year sales guidance of between €4.2bn (£3.6bn) and €4.4bn (£3.8bn), with reported group sales expected to remain broadly stable, between –2% and +2%. EBIT is projected to increase by 5% to 22%, with a targeted EBIT margin between 9.0% and 10.0%.

However, management warned that macroeconomic volatility is “likely to remain high”, driven by continued tariff uncertainty and weak global consumer sentiment.

As such, Hugo Boss plans to support performance in the second half through strategic initiatives, including new brand campaigns and the BOSS Fashion Show in Milan. The company also aims to improve profitability through continued focus on cost efficiency.

Chief executive Daniel Grieder said: “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. Against this backdrop, we delivered solid top- and bottom-line improvements, supported by further efficiency gains through our rigorous and sustainable cost discipline.Importantly, we remain committed to our long-term ambition of strengthening brand relevance over short-term gains.

“The successful launch of our Beckham X BOSS collection in April is just one example of how we are continuing to drive brand momentum, even in a volatile environment. Based on our performance in the first half of 2025, we confirm our full-year outlook for both sales and operating profit.As we enter the second half of the year, our focus remains on exciting consumers, unlocking additional business opportunities and maintaining a consistent focus on high-quality growth.”

He added: “I am particularly excited about our upcoming Fall/Winter 2025 collections and the launch of our new brand campaigns later this month, which are set to further boost brand relevance. While we remain vigilant in monitoring macroeconomic developments, including the ongoing tariff discussions, our focus remains on what we can control.Building on four consecutive quarters of strict cost discipline, we are well positioned to drive further sustainable efficiencies.

“By intensifying our focus on fixed cost management and maintaining disciplined execution, we are confident of strengthening our profitability in the quarters ahead.At the same time, we will not compromise on our long-term strategy of further investing into our brands, product quality, distribution excellence, and our strong operational platform.Looking ahead, we remain confident in the great potential of our brands and our business model.By continuing to invest in brand-building initiatives, strengthening global relevance, and fostering customer loyalty, we are reinforcing our commitment to long-term profitable growth and creating sustainable value for our shareholders.”