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PRESS RELEASE Metzingen , August 4 , 2021 HUGO BOSS HUGO BOSS PRESENTS NEW GROWTH STRATEGY ' CLAIM 5 ' AIMED AT DOUBLING SALES TO EUR 4 BILLION BY 2025 ' CLAIM 5 ' to accelerate growth across all brands , touchpoints , and geographies Branding refresh to revitalize and elevate relevance of BOSS and HUGO Significant investments in product , brand , and digital to win over a younger consumer Return to strong EBIT margin level of around 12 % targeted by 2025 Cumulative free cash flow of around EUR 2 billion targeted until 2025 Today , HUGO BOSS introduces its new 2025 growth strategy ' CLAIM 5 ' and provides its mid - term financial ambition . Over the next five years , the Company is fully committed to strongly accelerate top - line growth , claim its position in the consumers ' minds , and win market share for its strong brands BOSS and HUGO . " It is our vision to become the leading premium tech - driven fashion platform worldwide and in this context , we will revolutionize the way in which we interact with consumers , " says Daniel Grieder , Chief Executive Officer of HUGO BOSS AG . " Our ambition is to double our business to EUR 4 billion in revenues by 2025 and to become one of the top - 100 global brands . " To deliver on its vision and ambition of becoming the premium tech - driven fashion platform worldwide , and one of the top - 100 global brands , HUGO BOSS introduces its ' CLAIM 5 ' strategy , which puts the consumer at the core of its business activities more than ever before . ' CLAIM 5 ' is based on five strong pillars : Boost Brands , Product is King , Lead in Digital , Rebalance Omnichannel , and Organize for Growth . It also includes a bold commitment to sustainability , together with a strong executional road map and a clear plan on empowering people and teams . HUGO BOSS AG Dieselstrasse 12 , 72555 Metzingen , Germany Phone : +49 7123 94-0 1