Hugo Boss - worldwide revenue 2001-2023

The German premium and luxury brand Hugo Boss have had flat revenues around the 2.5 billion euros band over the past decade before seeing a significant upside in 2022 when the company reported 3.65 billion euros. Since then, Hugo Boss continued delivering improved results. In addition to generating a revenue of 4.2 billion euros, the company increased its gross profit from just below two billion euros to approximately 2.6 billion euros in 2023.

Ad spend and marketing expenses of Hugo Boss

In 2022, Hugo Boss went through a rebrand of its Hugo and Boss brands, which was later accompanied by ad campaigns that targeted a younger, more dynamic and global customer appeal. Boss’ global revenues went in line with its expenditure on advertising and marketing activities. Between 2011 and 2022, the company doubled its advertising expenses. In 2023, the company spent about 328 million euros on advertising and marketing.

Hugo Boss brand popularity

Recognition and popularity of Hugo Boss is not limited to the brand’s home country Germany. Among UK consumers, Hugo Boss is the leading luxury brand with the highest positive reception. Similarly, Great Britain had just over one million users of Hugo Boss Boss fragrance for women. The company’s fragrance line includes both male and female fragrances.