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Hugo Boss adds to webstore total as it targets €300m in web sales this year

Hugo Boss is diving further into online with a major expansion of its webstore offer. The company has gone online in 12 additional markets.

Hugo Boss

The German fashion giant — in which Britain’s Frasers Group owns a major stake — has added Bahrain, Egypt, Estonia, Kuwait, Latvia, Lithuania, Oman, Russia, Saudi Arabia, South Korea, Turkey and the United Arab Emirates to its line-up. It brings the total number of online markets to 59.

The latest move follows the company radically expanding its online portfolio last year with a total of 32 new national webstores as consumers globally migrated online at pace during the pandemic.

The expansion in 2020 meant the company was able to achieve online sales of more than €200 million for the first time ever in 2020. In fact, the figure reached €221 million with the successful expansion of hugoboss.com and the growth of the online concessions business. 

And the addition of 12 more markets should help drive that figure even higher. The group is aiming to increase its own online sales to more than €400 million by 2022 and expects that 2021 will see a continuation of last year’s trends with the hope that the figure should reach €300 million by the end of the current financial year.

Matthew Dean, the company’s Director Global E-Commerce, said: “The investments in our online business are paying off and our momentum keeps building. Now we are taking the next step by expanding the e-commerce network even further around the globe. In doing so, we are taking the changing shopping behaviour of our customers into account, which is increasingly shifting towards online. We are firmly convinced that the gradual expansion of our online business will inspire even more customers worldwide with our brands.”

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