Hugo Boss AG (DE:BOSS)
XETRA:BOSS
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Hugo Boss
(XETRA:BOSS)
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Rating:72Outperform
Price Target:
€44.00
▲(16.56% Upside)
Action:Upgraded
Date:06/12/26
The score is driven primarily by solid financial performance (healthy margins, strong recent free cash flow, and improving leverage) and supportive valuation (moderate P/E and very high dividend yield). Offsetting these positives, technicals are only moderately favorable due to mixed momentum signals, and the sharp 2025 revenue contraction remains the main fundamental near-term risk.
Positive Factors
Strong free cash flow
Sustained €505–507M free cash flow in 2024–2025 and coverage of ~79% of earnings in 2025 indicate durable cash-generation ability. This supports dividends, capex and debt reduction over the medium term and gives management flexibility to invest or smooth payouts despite cyclical headwinds.
Negative Factors
Sharp 2025 revenue decline
A near‑20% revenue drop in 2025 materially weakens operating leverage and is the main near-term fundamental risk. Lower sales can erode margins, pressure fixed-cost coverage in retail operations, and make sustaining investment, dividends or deleveraging harder without a clear demand recovery plan.
Read all positive and negative factors
Positive Factors
Negative Factors
Strong free cash flow
Sustained €505–507M free cash flow in 2024–2025 and coverage of ~79% of earnings in 2025 indicate durable cash-generation ability. This supports dividends, capex and debt reduction over the medium term and gives management flexibility to invest or smooth payouts despite cyclical headwinds.
Read all positive factors
Hugo Boss (BOSS) vs. iShares MSCI Germany ETF (EWG)
Market Cap
€2.68B
Dividend Yield3.86%
Average Volume (3M)349.55K
Price to Earnings (P/E)11.6
Beta (1Y)0.78
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
€37.88Price Target Upside0.35% Upside
Rating ConsensusHold
Number of Analyst Covering7
EPS Forecast (FY)2.73
Revenue Forecast (FY)€3.93B
Hugo Boss Business Overview & Revenue Model
Company Description
Hugo Boss AG, through its various subsidiaries, is engaged globally in the creation, promotion, and sale of apparel, footwear, and fashion accessories for both male and female consumers. Its extensive product portfolio encompasses business, casual...
How the Company Makes Money
HUGO BOSS makes money primarily by selling BOSS and HUGO branded products through two main channels: (1) Direct-to-consumer (DTC) and (2) Wholesale. In the DTC channel, the company generates revenue from sales in its own retail stores (full-price ...
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
Positive
37.75
Price Trends
36.66
Positive
36.46
Positive
37.39
Positive
Market Momentum
0.81
Negative
67.68
Neutral
70.87
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 37.75 is above the 20-day moving average (MA) of 36.83, above the 50-day MA of 36.66, and above the 200-day MA of 37.39, indicating a bullish trend. The MACD of 0.81 indicates Negative momentum. The RSI at 67.68 is Neutral, neither overbought nor oversold. The STOCH value of 70.87 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
UnderperformOutperform
Sector (55)
Name | Overall Rating | Market Cap | P/E Ratio | ROE | Dividend Yield | Revenue Growth | EPS Growth |
|---|---|---|---|---|---|---|---|
72 Outperform | €2.68B | 11.58 | 15.61% | 3.86% | -2.71% | 9.98% | |
64 Neutral | €3.64B | 17.86 | 22.07% | 2.69% | 7.56% | 33.98% | |
62 Neutral | €128.94M | 70.57 | 2.14% | 7.77% | -10.49% | -74.90% | |
55 Neutral | $6.65B | 3.83 | -15.92% | 6.20% | 10.91% | 7.18% | |
53 Neutral | €157.21M | 14.27 | 9.39% | 6.79% | -1.78% | 2.90% | |
50 Neutral | €419.86M | 37.67 | 3.19% | 5.56% | -7.69% | 107.77% |
* General Sector Average
DE:BOSS
Hugo Boss
38.80
1.41
3.78%
DE:BIJ
Bijou Brigitte Modische Accessoires
53.00
11.93
29.05%
DE:FIE
Fielmann
43.35
-7.63
-14.97%
DE:HAW
HAWESKO Holding
17.50
-5.40
-23.56%
DE:LEI
Leifheit
14.85
-0.08
-0.56%
DE:VIB3
Villeroy & Boch
15.90
-0.17
-1.04%
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.