For the second quarter of 2024, Hugo Boss' sales fell by 1%, both currency-adjusted and in group currency, to €1,015 million. Hugo Boss attributed the weak results to persistent macroeconomic and geopolitical challenges dampening global consumer demand. In the first six months, its currency-adjusted group sales increased by 3% above the prior-year level, with broad-based growth across all brands. In group currency, revenues expanded by 2% in the first half, amounting to €2,029 million.

In EMEA, its currency-adjusted sales fell by 2%, reflecting softer consumer demand in the UK, while in the Americas, currency-adjusted sales rose by 5%, reflecting sales improvements in the US market. In the Asia/Pacific region, currency-adjusted sales fell by 4%, reflecting sales declines in China. For the year ahead, Hugo Boss expects sales to increase by 1% to 4% in group currency to nearly €4.2 billion or €4.35 billion.