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Hugo Boss AG (DE:BOSS)
XETRA:BOSS

Hugo Boss (BOSS) AI Stock Analysis

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DE

Hugo Boss

(XETRA:BOSS)

Rating:71Outperform
Price Target:
€43.00
▲(10.60%Upside)
Hugo Boss's strong financial performance and reasonable valuation are the primary strengths, offering a solid foundation for future growth. Technical analysis suggests a neutral trend without significant bullish or bearish momentum. The absence of recent earnings call data and corporate events limits additional insights.
Positive Factors
Cash Flow
Strong free cash flow generation of €0.5bn supported by good working capital control and capex discipline, representing around 20% of the stock's current market cap.
Operational Efficiency
Sourcing efficiencies and tight opex control are protecting margins.
Valuation
The stock trades at a valuation below its past 10-year average forward P/E, suggesting it may be undervalued.
Negative Factors
Consumer Sentiment
Hugo Boss is up against a more challenging external environment due to subdued consumer sentiment across key markets like the US and China in light of lingering uncertainty over tariffs.
Retail Environment
The group's retail productivity got even lower last year, with lower traffic leading brick-and-mortar sales productivity to decline by 8%.
Sales Performance
Analysts expect a slow start to the year for Hugo Boss, with a sales decline and reduced EBIT margin.

Hugo Boss (BOSS) vs. iShares MSCI Germany ETF (EWG)

Hugo Boss Business Overview & Revenue Model

Company DescriptionHugo Boss AG, together with its subsidiaries, develops, markets, and distributes clothes, shoes, and accessories for men and women worldwide. It offers business, casual, athleisure, and evening wear; shoes and accessories; and licensed products, including fragrances, eyewear, and watches, as well as children's fashion products. The company markets and sells its products under the BOSS and HUGO brand names through online stores, freestanding stores, shop-in-shops, and factory outlets. As of December 31, 2021, it operated 1,228 retail points of sale. The company was founded in 1924 and is headquartered in Metzingen, Germany.
How the Company Makes MoneyHugo Boss generates revenue through multiple streams, primarily from the sale of its high-quality clothing and accessories. The company's revenue model is centered around its retail operations, including company-owned stores and an expansive e-commerce platform. Wholesale distribution to third-party retailers also contributes significantly to its earnings. Additionally, Hugo Boss benefits from licensing agreements, particularly in the fragrance and eyewear segments, which allow it to leverage its brand across diverse product categories. Strategic partnerships with fashion influencers and brand ambassadors further enhance its market presence and drive sales. The company's focus on innovation, brand management, and global expansion plays a crucial role in sustaining its profitability.

Hugo Boss Financial Statement Overview

Summary
Hugo Boss demonstrates strong financial performance with consistent revenue growth and efficient cash flow management. While profitability margins show stability, there is potential for improvement. Leverage is well-managed, providing a solid foundation for future growth in the competitive apparel and luxury industry.
Income Statement
75
Positive
Hugo Boss has shown consistent revenue growth over the years, with a revenue increase from 2023 to 2024. The gross profit margin and net profit margin have slightly decreased, indicating stable profitability but with room for improvement. EBIT and EBITDA margins demonstrate healthy operational efficiency, which remains a strength.
Balance Sheet
72
Positive
The company maintains a moderate debt-to-equity ratio, reflecting a balanced leverage position. Return on equity has shown a slight decline, suggesting a need for improved profitability relative to shareholder equity. The equity ratio shows a stable financial structure, highlighting financial stability.
Cash Flow
78
Positive
Hugo Boss has a strong operating cash flow to net income ratio, indicating efficient cash generation from operations. Although free cash flow growth has varied, the free cash flow to net income ratio remains robust, supporting its ability to reinvest and manage financial obligations.
BreakdownDec 2024Dec 2023Dec 2022Dec 2021Dec 2020
Income Statement
Total Revenue4.31B4.20B3.65B2.79B1.95B
Gross Profit2.66B2.58B2.26B1.72B1.19B
EBITDA771.94M744.42M636.67M525.35M220.54M
Net Income213.47M258.37M209.50M137.34M-219.18M
Balance Sheet
Total Assets3.78B3.47B3.13B2.74B2.57B
Cash, Cash Equivalents and Short-Term Investments210.62M118.33M188.74M312.16M145.99M
Total Debt1.40B1.12B914.10M912.31M1.13B
Total Liabilities2.33B2.16B1.99B1.80B1.81B
Stockholders Equity1.43B1.29B1.12B925.39M753.81M
Cash Flow
Free Cash Flow498.32M94.53M167.01M556.56M161.83M
Operating Cash Flow785.51M393.64M357.26M658.11M239.91M
Investing Cash Flow-288.60M-297.64M-191.70M-99.01M-75.75M
Financing Cash Flow-404.73M-122.44M-307.30M-407.64M-167.29M

Hugo Boss Technical Analysis

Technical Analysis Sentiment
Positive
Last Price38.88
Price Trends
50DMA
38.23
Positive
100DMA
38.38
Positive
200DMA
39.02
Negative
Market Momentum
MACD
-0.19
Positive
RSI
52.13
Neutral
STOCH
67.81
Neutral
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For DE:BOSS, the sentiment is Positive. The current price of 38.88 is above the 20-day moving average (MA) of 38.87, above the 50-day MA of 38.23, and below the 200-day MA of 39.02, indicating a neutral trend. The MACD of -0.19 indicates Positive momentum. The RSI at 52.13 is Neutral, neither overbought nor oversold. The STOCH value of 67.81 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for DE:BOSS.

Hugo Boss Peers Comparison

Overall Rating
UnderperformOutperform
Sector (61)
Financial Indicators
Name
Overall Rating
Market Cap
P/E Ratio
ROE
Dividend Yield
Revenue Growth
EPS Growth
71
Outperform
€2.68B12.7515.00%3.10%1.18%-19.47%
61
Neutral
AU$2.78B25.795.01%5.27%2.63%-29.95%
$3.96B18.787.25%2.59%
€35.64B34.7219.28%0.86%
€7.04B26.0510.57%
DEGFG
48
Neutral
€69.00M-34.04%-11.28%54.27%
DEYOU
€1.15B-47.97%
* Consumer Cyclical Sector Average
Performance Comparison
Ticker
Company Name
Price
Change
% Change
DE:BOSS
Hugo Boss
38.88
-1.45
-3.61%
PMMAF
PUMA SE NPV
26.70
-19.18
-41.80%
GB:0OLD
adidas AG
198.72
-21.75
-9.87%
GB:0QXN
Zalando
27.11
4.13
17.97%
DE:GFG
Global Fashion Group
0.30
0.11
57.89%
DE:YOU
ABOUT YOU Holding SE
6.72
3.57
113.33%
Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.

Disclaimer

This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.Date of analysis: Jun 28, 2025