Omnichannel.
It's not just a buzzword,
... it’s a promise to our customers worldwide. They deserve nothing less than a seamless, perfectly meshed brand experience that bridges the gaps between retail, wholesale, online, and the metaverse.
As part of “CLAIM 5”, HUGO BOSS is on a mission to rebalance its powerful distribution footprint. And we are about to deliver the best possible brand experience across all touchpoints to transform our points of sales into true points of experience. Each channel ultimately fulfills particular customer needs. Therefore, we need to be omnipresent. And we won’t stop until we get there.
Consumer Touchpoints
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Retail
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Retail
Freestanding stores
470as of December 31, 2022freestanding storesOur strong retail network ensures customer proximity in all major markets around the globe. It’s all about experiencing our brands first hand and inspiring our customers first hand. In this context, the global rollout of our new store concepts is in full swing. As they are significantly more emotional, appealing, digital, and productive, they will make a strong contribution to developing our stores into true points of experience, unleashing the full potential of retail.
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Retail
Shop-in-shops
Across the globe, we’re running self-managed shop-in-shops in department stores under the concession model, providing our customers with our outstanding products and service in branded spaces. Customers can browse a curated range of our brands’ latest seasonal highlights, while also shopping for core merchandise to complement their wardrobe.
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Retail
Factory outlets
> 5,000net selling space Outlet MetzingensqmThe outlet channel is by far not only a clearance channel but also serves for many customers as a first touchpoint with our brands. The heart of our global outlet network is the factory outlet near our headquarters in Metzingen, Germany. Here, BOSS and HUGO offer their customers a wide selection of seasonal and core merchandise on an area of more than 5,000 sqm.
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Wholesale
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Wholesale
Multi-brand points of sale
Department stores are very relevant for customers who want to enjoy the variety of brands. To unleash the full potential of our brands also in wholesale, we position both BOSS and HUGO as 24/7 lifestyle brands with our partners. There are multiple opportunities across key department stores – from smart tailoring to casualwear and sportswear. And this is where our various brands lines offer us huge opportunities.
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Wholesale
Shop-in-shops
Shop-in-shops in department stores managed by our strong partners perfectly complement our global distribution footprint, with the broad variety of our brands’ 24/7 offering.
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Wholesale
Franchise business
~ 300 franchise stores end of 2022Franchise stores perfectly complement our global distribution network, whether in markets without own retail presence or in those where we jointly exploit additional opportunities.
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Digital
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Digital
Online distribution via bricks & clicks
Driving traffic and relevance for BOSS and HUGO on our partners’ websites, our aim here is to be flexible and scalable. On a partner-by-partner basis, we choose the right form of cooperation – be it as a concession business model or via a wholesale model.
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Digital
Partnerships with pure online retailers
At digital marketplaces and multibrand platforms, we serve customers who want to enjoy the variety of brands while finding and getting our fashion fast and easy. Together with strong partners, we fully leverage the great potential of BOSS and HUGO in the digital world – be it in EMEA, the Americas or Asia/Pacific.
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Digital
Online store hugoboss.com
70current market presencemarketsIn our digital flagship, customers can discover the full variety of our broad product range. Since its successful relaunch in early 2022, hugoboss.com contains numerous elements that significantly improve the customer journey and further increase traffic and conversion. With its clear mobile-first approach, our online store offers our customers a leading e-commerce experience – whether on mobile, desktop or via our new HUGO BOSS App.
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At HUGO BOSS, it’s not just about selling our products, it’s about transferring the brand power of BOSS and HUGO to all consumer touchpoints, creating an emotional connection that will last a lifetime. Our omnichannel strategy is key to achieving this goal, and in 2022, we made significant progress towards realizing it.
brick-and-mortar
retail business
We poured our hearts and souls into upgrading our global retail network, with over 200 points of sale worldwide now showcasing our refreshed branding and powerful retail concepts.
digital
touchpoints
Our
HUGO BOSS App
But our commitment to our customers doesn’t end with physical stores. We’re constantly working to blend the in-store shopping experience with our digital touchpoints, meeting customers where they are and exceeding their expectations every step of the way. While we comprehensively relaunched our digital flagship hugoboss.com in 2022, we launched our powerful new HUGO BOSS app in early 2023 – with a refreshing new “look and feel” as well as plenty of exciting new functionalities.
brick-and-mortar
wholesale business
But that’s not all. Our brick-and-mortar wholesale business celebrated an incredible comeback in 2022, fueled by our 24/7 lifestyle positioning and very robust demand from our global partners. We’re proud to have significantly increased the visibility of BOSS and HUGO, achieving strong double-digit growth and making a lasting impact on the industry.
~
1,300
own retail
points of sale
~
6,100
wholesale
points of sale
Every step of this journey is filled with passion, dedication, and emotion. We’re fully committed to bringing both our brands, BOSS and HUGO, to life in new and exciting ways, whether in the real or digital world. And with the Metaverse, the next big digital consumer touchpoint has meanwhile turned into reality. Clearly, we won’t stop until we’ve reached every customer, touched every heart, and ultimately become one of the top 100 global brands!