Fashion
Germany’s Hugo Boss sets 2028 strategy, sees growth returning in 2027
Hugo Boss expects a return to growth in 2027 as it rolls out Claim 5 Touchdown, its sharpened strategic plan designed to realign, simplify, and strengthen the business through 2028. The outlook comes as 2026 is designated a deliberate reset year, with currency-adjusted sales projected to decline mid- to high-single digits amid brand and channel realignment.
Hugo Boss expects growth to return in 2027 as it launches Claim 5 Touchdown, a strategy focused on realignment in 2026 and stronger brand, distribution, and operational execution through 2028.
The plan targets €300 million (~$349.69 million) annual free cash flow, an EBIT margin of around 12 per cent, and improved efficiency to strengthen long-term profitable growth.
The realignment phase will affect near-term performance. Despite expected gross margin improvements from sourcing efficiencies and selective price adjustments, EBIT is projected between €300 million (~$349.69 million) and €350 million in 2026.
“2026 will be a year of consolidation and realignment and an important step toward positioning Hugo Boss for long-term profitable growth. While we expect a temporary decline in sales, we will continue to drive our efficiency agenda along the value chain to safeguard margins and strongly accelerate cash flow generation. With this stronger financial foundation, we are well positioned to return to top- and bottom-line growth from 2027 onward and progress toward our long-term EBIT margin ambition of around 12 per cent, reinforcing our commitment to delivering value to all shareholders,” Yves Muller, chief financial officer and chief operating officer of Hugo Boss, added.
The plan builds on the momentum of Claim 5, which has driven robust brand performance since 2021. Both Boss and Hugo achieved a combined CAGR of 22 per cent between 2020 and 2024, supported by global market share gains and substantial structural investments.
The company expects free cash flow to reach around €300 million (~$349.69 million) annually through 2028, nearly tripling recent levels.
Execution will centre on three priorities: brand, distribution, and operational excellence.
Under Brand Excellence, Hugo Boss aims to elevate brand relevance and customer loyalty. Boss Menswear will continue to build on its 24/7 lifestyle positioning. Boss Womenswear will shift toward a tighter essentials-led assortment to strengthen appeal among female consumers, while Hugo will sharpen its identity with a more accessible, contemporary tailoring focus.
A new organisational structure with dedicated menswear and womenswear powerhouses is expected to unlock efficiencies across both brands. Marketing spend is set at around 7 per cent of Group sales, prioritising high-return initiatives and partnerships such as Beckham x Boss.
The company’s Distribution Excellence pillar targets a more curated, higher-quality footprint. Hugo Boss will optimise its own retail store network to improve experience and productivity, strengthen wholesale through strategic partnerships and selective assortments, and expand its franchise model.
Digital commerce will remain a critical driver, with deeper integration aimed at seamless customer journeys. Regionally, the company plans to build further in the US and China, tailor brand activity to local needs, leverage its strong European base for market share gains, and tap opportunities in emerging markets.
Through Operational Excellence, Hugo Boss seeks to enhance profitability by capitalising on past investments. Key initiatives include vendor consolidation, a sea-freight-first logistics strategy, shorter lead times, and the expanded use of AI and advanced planning tools. Automation and an upgraded logistics network are expected to strengthen back-end efficiency and support long-term growth.
Financially, Claim 5 Touchdown prioritises profitability and cash generation. The company aims to outpace market growth and deliver an EBIT margin of around 12 per cent over the medium to long term. Capital expenditure will be reduced to 3 to 4 per cent of Group sales, while inventory is expected to steadily decline towards 20 per cent of sales by 2028.
“Following the successes of recent years, we are now deliberately taking a step back to prepare for tomorrow’s growth. Our focus in the coming years will be on the ongoing optimisation in the areas of brand, distribution, and operations with the clear ambition to transform them from great to excellent. Our vision is clear: to be the premium, tech-driven, customer-centric global fashion platform,” Daniel Grieder, chief executive officer of Hugo Boss, said in a release.
As part of its capital allocation framework, the company reaffirmed its commitment to maintaining shareholder returns through dividends and share buybacks while reducing financial leverage and preserving headroom for future M&A. It will also work to maintain strong investment-grade ratings from S&P (BBB) and Moody’s (Baa2).
Hugo Boss said Claim 5 Touchdown will sharpen execution, reinforce operational discipline, and position the company to convert strategic focus into measurable financial results.
Fibre2Fashion News Desk (HU)
Fashion
Canada & EU push to modernise trade deal amid global shifts
The announcement was made during a summit in Brussels, where leaders from both sides emphasised the need to deepen transatlantic trade amid global economic uncertainty and shifting geopolitical dynamics.
Canada and the EU have agreed to modernise the Comprehensive Economic and Trade Agreement (CETA) following a summit in Brussels.
It aims to reduce trade barriers, support SMEs while expanding co-operation in digital services and cross-border data flows.
Leaders including Ursula von der Leyen said it will strengthen economic resilience, diversify trade partnerships and secure supply chains.
The initiative seeks to update the 2017 free trade deal by reducing remaining non-tariff barriers, improving regulatory co-ordination and creating clearer investment dispute mechanisms, particularly to support small and medium-sized enterprises.
Canadian Prime Minister Mark Carney has set a target of doubling Canada’s non-US trade within the next decade, positioning Europe as a key partner in achieving that goal. According to Canada’s Trade Minister Maninder Sidhu, the effort aligns with the country’s broader strategy to diversify trade beyond its largest partner, the United States, which currently accounts for nearly 70 per cent of Canadian exports and leaves the country vulnerable to shifts in American trade policy.
The agreement also launches talks on a digital trade framework covering data flows, cybersecurity, artificial intelligence regulation and digital services.
Maros Sefcovic, the EU’s Commissioner for Trade and Economic Security, said the initiative reflects the growing importance of digital commerce, noting that more than 40 per cent of EU-Canada services trade is already delivered digitally.
European Commission President Ursula von der Leyen highlighted that the partnership would support sustainable development, innovation and secure supply chains, particularly in areas such as rare minerals, clean energy and advanced technologies.
The modernisation effort underscores both partners’ commitment to strengthening economic resilience, promoting sustainable trade practices and deepening cooperation in the digital era.
Fibre2Fashion News Desk (CG)
Fashion
South Korea’s apparel imports slightly lower at $1 billion in January
Imports of knitted apparel and clothing accessories (Chapter **) were valued at $***.*** million in January ****, slightly lower than $***.*** million a year earlier. The imports of non-knitted apparel and clothing accessories (Chapter **) totalled $***.*** million, down *.** per cent from $***.*** million in January ****.
South Korea typically exports fabrics and textile materials while importing readymade garments. During January ****, exports of man-made filaments, strips and similar materials (Chapter **) were valued at $***.*** million, down *.** per cent from $***.*** million a year earlier. Exports of knitted or crocheted fabrics (Chapter **) reached $***.*** million, easing *.** per cent from $***.*** million.
Fashion
US company Carter’s sales climb 7.6% to $925.5 mn in Q4
The additional week in the fourth quarter of fiscal 2025, compared to the fourth quarter of fiscal 2024, contributed approximately $37.0 million in consolidated net sales. On a comparable week basis, net sales grew 3.4 per cent. On a reported basis including the extra week in fiscal 2025, the US retail, international, and US wholesale segments grew 9.4 per cent, 10.2 per cent, and 3.4 per cent, respectively. US retail comparable net sales increased 4.7 per cent. Changes in foreign currency exchange rates used for translation in the fourth quarter of fiscal 2025, as compared to the fourth quarter of fiscal 2024, had a favourable effect on consolidated net sales of approximately $3.0 million, or 0.3 per cent.
Carter’s reported Q4 fiscal 2025 sales of $925.5 million, up 7.6 per cent, boosted by a $37 million extra week; on a comparable basis, sales rose 3.4 per cent.
Growth spanned US retail, international, and wholesale segments.
Operating income edged up to $84.7 million, though margin dipped to 9.2 per cent.
Full-year sales increased 1.9 per cent to $2.9 billion.
Operating income increased $1.5 million, or 1.8 per cent, to $84.7 million, compared to $83.2 million in the fourth quarter of fiscal 2024. Operating margin decreased 50 basis points to 9.2 per cent, reflecting incremental tariff costs, investments in product mix and make, and higher performance-based compensation provisions, partially offset by higher pricing, lower corporate expenses, and an asset impairment charge in the prior year period.
“Carter’s delivered improved fourth quarter results with each of our business segments posting sales growth over last year. We see momentum building behind our products and demand creation initiatives, which have driven an improvement in the rate of traffic, new customer acquisition, higher realised pricing, and increased penetration of the best portions of our product assortments. All of this gives us confidence that our strategies are gaining traction,” said Douglas C Palladini, chief executive officer & president.
“2025 was a year of meaningful progress in stabilising our business while responding to significant new tariffs. We took actions to right-size our cost structure and we launched several important initiatives to improve the productivity of our merchandise assortments and store fleet. We also strengthened our balance sheet and liquidity with the successful refinancing of our long-term debt and a new asset-based revolving credit facility in place,” Palladini added.
Consolidated net sales increased $54.3 million, or 1.9 per cent, to $2.90 billion, compared to $2.84 billion in fiscal 2024, reflecting growth in our US retail and international segments that were partially offset by a decline in the US wholesale segment. The additional week in fiscal 2025, compared to fiscal 2024, contributed approximately $37.0 million in consolidated net sales. On a comparable week basis, net sales grew 0.6 per cent. On a reported basis including the extra week in fiscal 2025, the company’s US retail and international segments grew 3.5 per cent, and 6.3 per cent, respectively, while US wholesale net sales declined 2.0 per cent. US retail comparable net sales increased 1.4 per cent. Changes in foreign currency exchange rates used for translation in fiscal 2025, as compared to fiscal 2024, had an unfavourable effect on consolidated net sales of approximately $6.7 million, or 0.2 per cent, the company said in a press release.
“While we are encouraged by our progress, much work remains. Excluding the recent tariff developments, for 2026 we are planning growth in net sales as we build on the momentum of our product and demand creation strategies. We are also planning growth in operating income. We will remain focused and disciplined in our investments and overall spending and expect solid contributions from productivity initiatives. We believe the recent news regarding tariffs will be net positive for Carter’s, but it will take some time to fully understand the implications for our business and the broader marketplace. Our talented and dedicated teams and I are committed to returning Carter’s to long-term sustainable, profitable growth over time,” Palladini concluded.
Fibre2Fashion News Desk (RR)
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