Hugo Boss AG (DE:BOSS)
XETRA:BOSS
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Hugo Boss
(XETRA:BOSS)
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Rating:67Neutral
Price Target:
€39.00
▲(3.31% Upside)
Action:Reiterated
Date:03/12/26
The score is driven primarily by solid underlying profitability, strong recent free-cash-flow generation, and improving leverage, balanced against a sharp 2025 revenue contraction. Valuation is attractive (P/E 10.0, ~3.9% yield), but weaker technical momentum (negative MACD and price below key moving averages) tempers the overall outlook.
Positive Factors
Free Cash Flow Generation
Sustained high free cash flow provides durable internal funding for capex, dividends, buybacks, and debt reduction. Even if revenue faces cyclical dips, strong FCF supports strategic investments and financial flexibility, lowering reliance on external financing over the medium term.
Negative Factors
Sharp Revenue Contraction
A near-20% revenue drop materially reduces operating leverage and stresses fixed-cost absorption. If revenue weakness persists, margins, FCF and ability to fund strategic initiatives could deteriorate, forcing tougher cost cuts or restructuring that harm medium-term growth prospects.
Read all positive and negative factors
Positive Factors
Negative Factors
Free Cash Flow Generation
Sustained high free cash flow provides durable internal funding for capex, dividends, buybacks, and debt reduction. Even if revenue faces cyclical dips, strong FCF supports strategic investments and financial flexibility, lowering reliance on external financing over the medium term.
Read all positive factors
Hugo Boss (BOSS) vs. iShares MSCI Germany ETF (EWG)
Market Cap
€2.48B
Dividend Yield3.86%
Average Volume (3M)349.55K
Price to Earnings (P/E)10.7
Beta (1Y)0.82
Revenue Growth-2.71%
EPS Growth9.98%
CountryDE
Employees18,376
SectorGeneral
Sector StrengthN/A
IndustryApparel - Manufacturers
Share Statistics
EPS (TTM)3.19
Shares Outstanding70,400,000
10 Day Avg. Volume479,326
30 Day Avg. Volume349,551
Financial Highlights & Ratios
PEG Ratio0.59
Price to Book (P/B)1.62
Price to Sales (P/S)0.58
P/FCF Ratio4.92
Enterprise Value/Market CapN/A
Enterprise Value/RevenueN/A
Enterprise Value/Gross ProfitN/A
Enterprise Value/EbitdaN/A
Forecast
1Y Price Target
€37.66Price Target Upside-0.23% Downside
Rating ConsensusHold
Number of Analyst Covering8
EPS Forecast (FY)2.69
Revenue Forecast (FY)€3.93B
Hugo Boss Business Overview & Revenue Model
Company Description
Hugo 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, i...
How the Company Makes Money
Hugo Boss generates revenue primarily through the sale of its fashion products, including clothing, accessories, and fragrances. The company operates a multi-channel retail model, selling its products through its own branded stores, a robust onlin...
Hugo Boss Financial Statement Overview
Summary
Income Statement
71
Positive
Balance Sheet
67
Positive
Cash Flow
74
Positive
| Breakdown | TTM | Dec 2025 | Dec 2024 | Dec 2023 | Dec 2022 | Dec 2021 |
|---|---|---|---|---|---|---|
Income Statement | ||||||
| Total Revenue | 4.28B | 4.27B | 4.31B | 4.20B | 3.65B | 2.79B |
| Gross Profit | 2.64B | 2.27B | 2.30B | 2.58B | 2.26B | 1.72B |
| EBITDA | 737.22M | 781.63M | 721.81M | 744.42M | 636.67M | 525.35M |
| Net Income | 220.47M | 249.48M | 213.47M | 258.37M | 209.50M | 137.34M |
Balance Sheet | ||||||
| Total Assets | 3.61B | 3.75B | 3.78B | 3.47B | 3.13B | 2.74B |
| Cash, Cash Equivalents and Short-Term Investments | 153.00M | 343.13M | 210.62M | 118.33M | 147.40M | 284.69M |
| Total Debt | 1.20B | 1.18B | 1.40B | 1.12B | 914.10M | 912.31M |
| Total Liabilities | 2.23B | 2.20B | 2.33B | 2.16B | 1.99B | 1.80B |
| Stockholders Equity | 1.36B | 1.54B | 1.43B | 1.29B | 1.12B | 925.39M |
Cash Flow | ||||||
| Free Cash Flow | 440.28M | 507.45M | 505.28M | 104.80M | 184.80M | 556.50M |
| Operating Cash Flow | 620.86M | 644.50M | 733.86M | 353.80M | 336.19M | 637.78M |
| Investing Cash Flow | -238.81M | -194.98M | -289.81M | -299.12M | -194.49M | -99.01M |
| Financing Cash Flow | -375.87M | -311.35M | -351.87M | -81.12M | -283.44M | -387.32M |
Hugo Boss Technical Analysis
Negative
37.75
Price Trends
36.47
Negative
36.14
Negative
37.75
Negative
Market Momentum
-0.20
Negative
45.93
Neutral
48.76
Neutral
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For DE:BOSS, the sentiment is Negative. The current price of 37.75 is above the 20-day moving average (MA) of 36.00, above the 50-day MA of 36.47, and above the 200-day MA of 37.75, indicating a bearish trend. The MACD of -0.20 indicates Negative momentum. The RSI at 45.93 is Neutral, neither overbought nor oversold. The STOCH value of 48.76 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for DE:BOSS.
Hugo Boss Peers Comparison
UnderperformOutperform
Sector (55)
Name | Overall Rating | Market Cap | P/E Ratio | ROE | Dividend Yield | Revenue Growth | EPS Growth |
|---|---|---|---|---|---|---|---|
67 Neutral | €2.48B | 10.67 | 15.61% | 3.86% | -2.71% | 9.98% | |
64 Neutral | €3.73B | 18.42 | 22.07% | 2.69% | 7.56% | 33.98% | |
62 Neutral | €150.65M | 83.16 | 2.14% | 7.77% | -10.49% | -74.90% | |
55 Neutral | $6.65B | 3.83 | -15.92% | 6.20% | 10.91% | 7.18% | |
53 Neutral | €179.67M | 16.47 | 9.39% | 6.79% | -1.78% | 2.90% | |
50 Neutral | €433.07M | 38.03 | 4.14% | 5.56% | -7.69% | 107.77% |
* General Sector Average
DE:BOSS
Hugo Boss
35.70
-5.05
-12.40%
DE:BIJ
Bijou Brigitte Modische Accessoires
54.80
13.82
33.73%
DE:FIE
Fielmann
44.70
-10.20
-18.58%
DE:HAW
HAWESKO Holding
20.20
-4.10
-16.88%
DE:LEI
Leifheit
17.50
-2.90
-14.22%
DE:VIB3
Villeroy & Boch
16.05
0.27
1.70%
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.