Sales by brand
Sales by brand (in %)
2% increase in core BOSS brand sales adjusted for currency effects
In fiscal year 2015, the BOSS core brand reported sales growth of 8% compared to the previous year, achieving sales of EUR 2,012 million (prior year: 2014: EUR 1,858 million). This translates into a 2% increase adjusted for currency effects. Sales of the BOSS Green brand climbed by 28% in the reporting currency in the same period to EUR 268 million (2014: EUR 210 million) and by 19% in local currencies. At EUR 242 million, sales of the BOSS Orange brand were down 7% from the comparable prior-year period (2014: EUR 260 million), and by 10% adjusted for currency effects. On the other hand, at EUR 287 million the HUGO brand displayed sales growth of 18% compared to the prior year (2014: EUR 243 million). The latter also reported double-digit growth of 14% adjusted for currency effects. The transition of category business in the wholesale channel, which was successfully implemented in Europe in fiscal year 2015, brought about a shift in sales from the BOSS core brand to the BOSS Green brand and to HUGO.
4% growth in womenswear sales adjusted for currency effects
In the reporting period, menswear sales were up 10% on the comparable prior-year period, totaling EUR 2,501 million (2014: EUR 2,283 million). Sales growth of 3% adjusted for currency effects was reported. This is equivalent to an unchanged share of 89% in total sales (2014: 89%). Womenswear sales grew by 6% in the reporting currency and 4% in local currencies, coming to around EUR 308 million (2014: EUR 289 million). BOSS womenswear, led by Artistic Director Jason Wu, achieved double-digit sales growth in both the reporting currency and local currencies. This development echoed the positive customer response to the collections presented and was supported by expanded brand communication activities and an associated increased brand awareness. As in the previous year, womenswear contributed 11% to total sales (2014: 11%).
Increase in brand sales
Brand sales generated with HUGO BOSS products worldwide in fiscal year 2015 came to EUR 5.4 billion and, mainly due to growth in the Group’s own retail business, were higher than the previous year’s by 6% (2014 EUR 5.1 billion). Brand sales are calculated as the total of sales earned from the Group’s own retail business and sales with both wholesale partners and HUGO BOSS licensees that are extrapolated to a retail base.