Hugo Boss (BOSS) AI Stock Analysis

• Market Cap: €2.42B
• Dividend Yield: 3.86%
• Average Volume (3M): 349.55K
• Price to Earnings (P/E): 10.8
• Beta (1Y): 1.00
• Revenue Growth: 0.09%
• EPS Growth: 4.22%
• Country: DE
• Employees: 18,376
• Sector: Consumer Cyclical
• Sector Strength: 84
• Industry: Apparel - Manufacturers
• EPS (TTM): 0.85
• Shares Outstanding: 70,400,000
• 10 Day Avg. Volume: 479,326
• 30 Day Avg. Volume: 349,551
• PEG Ratio: -0.83
• Price to Book (P/B): 2.17
• Price to Sales (P/S): 0.72
• P/FCF Ratio: 6.12
• Enterprise Value/Market Cap: N/A
• Enterprise Value/Revenue: N/A
• Enterprise Value/Gross Profit: N/A
• Enterprise Value/Ebitda: N/A
• 1Y Price Target: €41.37
• Price Target Upside: 18.20% Upside
• Rating Consensus: Moderate Buy
• Number of Analyst Covering: 10
• EPS Forecast (FY): N/A
• Revenue Forecast (FY): N/A

• Rating: 68 Neutral
• Price Target: €38.00 ▲(8.57% Upside)

Hugo Boss's overall stock score is driven primarily by its strong financial performance and reasonable valuation. The company's profitability and operational efficiency are notable strengths, but the recent revenue decline and negative free cash flow growth are concerns. Technical analysis suggests a neutral market position, with no strong momentum signals.

Positive Factors

High Profit Margins

Sustained gross margin >60% and stable EBIT/EBITDA margins indicate durable pricing power and operational efficiency. High margins provide a buffer against cost inflation and support long-term investment in product, retail presence, and digital capabilities, underpinning profitability resilience.

Diversified Multi-channel Model

A multi-channel distribution model (branded stores, e-commerce, wholesale) strengthens revenue durability and customer reach. Direct-to-consumer channels improve margins and customer data, while wholesale and global expansion reduce reliance on any single channel or market, supporting steady long-term sales.

Operating Cash Flow Strength

Operating cash flow outpacing net income shows the business converts profits into cash effectively, supporting working capital for seasonal inventory and store operations. Solid OCF underpins ability to service debt, fund operations, and sustain investments even amid cyclical sales variability.

Negative Factors

Sharp Recent Revenue Decline

A 32.6% TTM revenue drop materially reduces scale and threatens fixed-cost absorption across retail and distribution. Persistent revenue contraction can erode brand momentum, weaken negotiating leverage with partners, and constrain reinvestment in product and digital channels needed for recovery.

Negative Free Cash Flow Growth

Negative free cash flow growth limits capacity to fund capex, pay dividends, or reduce debt without external financing. If sustained, it constrains strategic initiatives (store upgrades, digital investment) and increases reliance on financing, reducing long-term financial flexibility and shareholder optionality.

Moderate Reliance on Debt

A moderate debt burden raises leverage sensitivity to demand shocks and interest costs, reducing cushion during cyclical downturns. Combined with recent revenue and FCF weaknesses, this reliance on debt could limit strategic freedom and increase refinancing or solvency risk over the medium term.

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, 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 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 online presence, and third-party retailers. Key revenue streams include direct-to-consumer sales from its boutiques and e-commerce platforms, as well as wholesale distribution to department stores and specialty retailers. Significant partnerships with luxury department stores and online fashion platforms also enhance its market reach. Additionally, seasonal collections and promotional campaigns help drive sales, while global expansion into emerging markets contributes to revenue growth.

Hugo Boss Financial Statement Overview

Summary

Hugo Boss demonstrates strong profitability and efficient operations, with stable margins and effective equity utilization. However, recent revenue decline and negative free cash flow growth highlight potential challenges. The company should focus on reversing revenue trends and improving cash flow to sustain growth.

Income Statement

Hugo Boss shows strong profitability with a consistent gross profit margin above 60% and a positive net profit margin. However, the recent TTM data indicates a revenue decline of 32.6%, which is a concern. EBIT and EBITDA margins remain stable, reflecting operational efficiency.

Balance Sheet

The company maintains a moderate debt-to-equity ratio, indicating balanced leverage. Return on equity is healthy, showing effective use of equity to generate profits. However, the equity ratio suggests a moderate reliance on debt financing, which could pose risks if not managed carefully.

Cash Flow

Operating cash flow is strong relative to net income, indicating good cash generation. However, free cash flow growth is negative in the TTM period, which could impact future investments. The free cash flow to net income ratio is solid, suggesting efficient cash management.

Breakdown	TTM	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	4.28B	4.31B	4.20B	3.65B	2.79B	1.95B
Gross Profit	2.64B	2.30B	2.58B	2.26B	1.72B	1.19B
EBITDA	737.22M	721.81M	744.42M	636.67M	525.35M	220.54M
Net Income	220.47M	213.47M	258.37M	209.50M	137.34M	-219.18M
Balance Sheet
Total Assets	3.61B	3.78B	3.47B	3.13B	2.74B	2.57B
Cash, Cash Equivalents and Short-Term Investments	153.00M	210.62M	118.33M	147.40M	284.69M	125.28M
Total Debt	1.20B	1.40B	1.12B	914.10M	912.31M	1.17B
Total Liabilities	2.23B	2.33B	2.16B	1.99B	1.80B	1.81B
Stockholders Equity	1.36B	1.43B	1.29B	1.12B	925.39M	753.81M
Cash Flow
Free Cash Flow	440.28M	505.28M	104.80M	184.80M	556.50M	156.22M
Operating Cash Flow	620.86M	733.86M	353.80M	336.19M	637.78M	214.68M
Investing Cash Flow	-238.81M	-289.81M	-299.12M	-194.49M	-99.01M	-75.75M
Financing Cash Flow	-375.87M	-351.87M	-81.12M	-283.44M	-387.32M	-142.07M

Hugo Boss Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 35.00
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Positive
• RSI: Neutral
• STOCH: 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 35 is below the 20-day moving average (MA) of 36.00, below the 50-day MA of 36.52, and below the 200-day MA of 38.96, indicating a bearish trend. The MACD of -0.47 indicates Positive momentum. The RSI at 34.76 is Neutral, neither overbought nor oversold. The STOCH value of 22.04 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

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
PUM	71 Outperform	€3.22B	-11.39	-12.22%	2.83%	-2.90%	-211.60%
BOSS	68 Neutral	€2.42B	10.76	16.27%	3.86%	0.09%	4.22%
ZAL	63 Neutral	€6.68B	27.68	9.04%	―	12.06%	18.20%
Sector *	61 Neutral	$18.38B	12.79	-2.54%	3.03%	1.52%	-15.83%
ADS	61 Neutral	€28.54B	23.42	22.32%	1.22%	9.64%	187.42%
GFG	48 Neutral	€68.54M	-0.82	―	―	-11.28%	54.27%