Sales by distribution channel
|
2015 |
In % of |
2014 |
In % of |
Change |
Currency- |
||||||
Group’s own retail business |
1,688.8 |
60 |
1,471.3 |
57 |
15 |
7 |
||||||
Directly operated stores |
1,095.2 |
39 |
976.4 |
38 |
12 |
4 |
||||||
Outlet |
511.0 |
18 |
427.1 |
16 |
20 |
12 |
||||||
Online |
82.6 |
3 |
67.8 |
3 |
22 |
18 |
||||||
Wholesale |
1,057.8 |
38 |
1,042.6 |
41 |
1 |
(3) |
||||||
Licenses |
62.1 |
2 |
57.7 |
2 |
8 |
8 |
||||||
TOTAL |
2,808.7 |
100 |
2,571.6 |
100 |
9 |
3 |
|
2015 |
2014 |
2013 |
2012 |
2011 |
|||||
Group’s own retail business |
1,688.8 |
1,471.3 |
1,314.1 |
1,149.7 |
924.2 |
|||||
Directly operated stores |
1,095.2 |
976.4 |
874.0 |
757.6 |
617.7 |
|||||
Outlet |
511.0 |
427.1 |
378.6 |
343.2 |
273.6 |
|||||
Online |
82.6 |
67.8 |
61.5 |
48.9 |
32.9 |
|||||
Wholesale |
1,057.8 |
1,042.6 |
1,060.1 |
1,139.7 |
1,085.3 |
|||||
Licenses |
62.1 |
57.7 |
57.9 |
56.5 |
49.3 |
|||||
TOTAL |
2,808.7 |
2,571.6 |
2,432.1 |
2,345.9 |
2,058.8 |
Growth in Group’s own retail business supported by 2% increase in retail comp store sales
The Group’s own retail business (Retail) was once again a driver of growth in fiscal year 2015. In particular, the expansion of the Group’s own retail business activities by new openings and takeovers led in the reporting period to a rise in sales in the reporting currency of 15% to EUR 1,689 million (2014: EUR 1,471 million). In local currencies, this corresponds to sales growth of 7%. On the basis of retail comp store sales, i.e. including retail areas opened or taken over before December 31, 2013, sales in the Group’s own retail business increased by 9% year on year in the reporting currency. Sales rose by 2% adjusted for currency effects. The share of the Group’s own retail business in Group sales was further expanded and stood at 60% in the last fiscal year (2014: 57 %).
Sales growth in directly operated stores (DOS)
Sales from directly operated stores (DOS) were increased by 12% in the reporting period, or by 4% adjusted for currency effects, to EUR 1,095 million (2014: EUR 976 million). This includes both sales from own freestanding stores and sales generated with concession partners. With the concession model, the Group directly operates HUGO BOSS shop-in-shop units in retail partners’ selling space. With sales growth in the Group’s reporting currency of 20% to EUR 511 million, the outlet stores contributed to the growth in sales from the Group’s own retail business (2014: EUR 427 million). This is equivalent to a currency-adjusted increase of 12%. The sales generated by the Group’s own online retail business rose in 2015 by 22% in the reporting currency to EUR 83 million (2014: EUR 68 million). They were up 18% adjusted for currency effects.
Currency-adjusted decline in wholesale channel sales
In fiscal year 2015, sales in the wholesale channel were up by 1% on the prior year in the reporting currency and totaled EUR 1,058 million (2014: EUR 1,043 million). A decline in sales of 3% adjusted for currency effects was reported. This primarily reflected takeovers of selling space previously operated by wholesale partners, which resulted in a shift in sales from wholesale business to the Group’s own retail business, and falling sales in the Americas. Replenishment business, which allows HUGO BOSS to react to short-term surges in demand from business partners, was down in the last fiscal year. The share of wholesale business in consolidated sales contracted from 41% to 38% year on year.
Positive sales trend in license business
The license business developed well in fiscal year 2015. Sales were up by 8% on the prior year both in the reporting currency and local currencies, totaling EUR 62 million (2014: EUR 58 million). The articles produced by partners include fragrances, eyewear and watches. A key factor behind the sales growth was a double-digit increase in license income from watches and eyewear. License income from fragrances also rose. The share of license business in Group sales remained unchanged at 2%.