HUGO BOSS expands e-commerce reach to an additional 22 markets


HUGO BOSS has boosted its e-commerce activities, expanding its online store to an additional 22 countries – a new milestone on its digital journey. Over several years, the company has significantly stepped up investments in its own online business in order to fully exploit the potential now and in the years to come.

In light of recent rapid changes to everyone’s lives and businesses, the “digital first” approach has proven to be one of the most important pillars of the company’s strategy. There’s one key change to consumer behaviour that has been accelerated recently and is likely to remain once the dust settles: more shopping online.

Until recently, customers in 15 countries, including the US, the UK, Germany, France and China, were able to experience the brand worlds of BOSS and HUGO and order products online. Now, the expanded e-commerce network, with an additional 22 countries, reaches even further around the globe. Customers from Andorra and Australia to Poland and Portugal can now browse the latest collections and order them comfortably from home. In the upcoming months, Canada, Mexico and India will follow, making a total of 25 countries rolled out in 2020 and an overall online presence encompassing 40 countries.

“The importance of digital distribution channels for the global apparel industry is growing rapidly. The coronavirus crisis has further accelerated this trend,” says Mark Langer, chairman of the Managing Board of HUGO BOSS. “We are therefore rolling out our online store in additional countries as quickly as possible and are thus systematically pushing ahead with the digitization of our business model.”

To ensure a convenient online shopping experience, easy order and shipping processes were implemented as well as free returns, while local payment methods apply in each country.

In addition to expanding the online business with its own e-commerce stores, HUGO BOSS has successfully strengthened numerous digital partnerships by expanding its online concession model in many key markets. In the coming years, Europe and the Asia/Pacific region will continue to be the focal points for the further expansion of the concession model.

Expansion of e-commerce in 25 countries includes:
Australia, New Zealand, Japan, Malaysia, Hong Kong, Macau, Singapore, Qatar, Norway, Montenegro, Serbia, Poland, Romania, Hungary, the Czech Republic, Bulgaria, Slovakia, Greece, Portugal, Luxemburg, Andorra and Monaco by 1 July 2020 at the latest. India is scheduled to go live in August.
Canada and Mexico, with fully integrated online stores, are scheduled for the end of August 2020.

HUGO BOSS AG Dieselstrasse 12 72555 Metzingen Germany Phone +49 7123 94-83377

  • –  Transparent taxes and duties
  • –  Flexible, low-cost delivery options
  • –  Easy pre-paid returns Payment:

– Localized payment methods apply

The 15 countries with fully integrated online stores already in place:
Austria, Switzerland, UK, Germany, France, the Netherlands, Belgium, Spain, Italy, Denmark, Sweden, Finland, Ireland, United States and China.