Annual Report 2021

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New Boss New Boss

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Daniel Grieder

Chief Executive Officer of HUGO BOSS

Daniel Grieder has been the NEW Chief Executive Officer of HUGO BOSS since June 2021.
“I am absolutely 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.”

Letter to shareholders
Daniel Grieder, CEO – cutout (photo)
Daniel Grieder, CEO – background (photo)
New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision New Vision

New Vision  Vision  Vision  Vision  Vision 

Become the
leading
premium tech-driven
fashion
platform
worldwide

New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission New Mission

New Mission  Mission  Mission  Mission  Mission 

We love
fashion, we change
fashion

New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition New Ambition

New Ambition  Ambition  Ambition  Ambition  Ambition 

Become
one
of the top 100
global
brands

New Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy

New Stra
tegy New Stra
tegy

Claim 5 Strategy

With our growth strategy “CLAIM 5”, we will strongly increase the relevance of BOSS and HUGO and thus significantly accelerate sales growth.

More on our Strategy
Homepage – Khaby Lame (photo)
Homepage – Khaby Lame (photo)

New Goals

Double our business Double our business Double our business Double our business Double our business
New Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories Stories

  • New
    Branding

    Driving brand relevance is the top priority as part of “CLAIM 5”. We therefore implemented a new brand strategy to refresh BOSS and HUGO and launched two star‑studded global campaigns.

    Learn more

  • New
    Digital

    Digital will be key for our success as today, the customer journey starts online. That’s why we will significantly improve the customer experience by leveraging data.

    Learn more

  • New
    Materials

    Sustainability is at the core of HUGO BOSS. We are looking for best‑in‑class solutions having a measurable impact on the environment, aiming at climate neutrality and establishing a circular business model.

    Learn more

  • New
    Spirit

    Our entrepreneurial spirit, our team mentality, and the strong passion of our more than 14,000 employees are key to the successful execution of “CLAIM 5”.

    Learn more