.HUGOBOSS almost managed to returned to pre-pandemic levels of growth over the course of 2021. For the full year, the company registered a 43 percent increase in revenues to 2.78 billion euros.
The brand’s new chief executive Daniel Grieder, who took up the post in the middle of 2021, also credited a new strategy for having an impact.
Hugo Boss’ most important home market, Europe, provided most of the brand’s revenues during year. Over the final quarter, sales increased 64 percent, currency adjusted, to hit 546 million. This translated to growth of 41 percent over the year to hit 1.74 billion euros. Hugo Boss executives have credited its collaboration with Russel Athletic for a turnaround and a higher profile in North America.
Throughout the year, casual clothing from its two main lines, Hugo and Boss, had done better than formal offerings, executives said previously.
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