Sales by brand
Sales by brand (in %)
8% increase in sales of BOSS core brand after currency adjustment
In fiscal year 2014, the BOSS core brand posted sales growth of 7% compared to the prior year and generated sales of EUR 1.858 million (2013: EUR 1.735 million). This translates into an 8% increase after currency adjustment. The BOSS Green brand successfully increased sales over this period both in local currencies and in the reporting currency by 12% to EUR 210 million (2013: EUR 187 million). Sales of the BOSS Orange brand at EUR 260 million were down 8% from the comparable prior-year period (2013: EUR 283 million), and by 7% after currency adjustment, while the HUGO brand at EUR 243 million displayed sales growth of 7% compared to the prior year (2013: EUR 227 million). HUGO achieved growth of 8% after currency adjustment.
Double-digit growth in womenswear sales
In the reporting period, menswear sales were up 5% on the prior-year level and totaled EUR 2.283 million (2013: EUR 2.169 million). Sales growth of 6% was reported after currency adjustment. This corresponds to an unchanged share in total sales of 89% (2013: 89%). Womenswear sales grew at a disproportionately fast rate of 10% in the reporting currency and 11% in local currencies, coming close to EUR 289 million (2013: EUR 263 million). The growth rates of BOSS womenswear led by Artistic Director Jason Wu were even higher by comparison. This development echoed the positive customer response to the collections presented and was supported by extended brand communication activities and an associated increased brand awareness. As in the prior year, womenswear made up 11% of total sales.
Increase in brand sales
Brand sales generated with HUGO BOSS products worldwide in fiscal year 2014 came to EUR 5.123 million and, mainly due to the positive trend in the Group’s own retail business, were higher by 2% than the previous year’s (2013: EUR 5.014 million). Brand sales are calculated as the total of sales earned from the Group’s own retail business and sales with both wholesale partners and licensed HUGO BOSS partners that are extrapolated on the basis of the retail figures.