Hugo Boss in Asia Down in latest Quarter

Sales by Hugo Boss in Asia rose by 4 percent in the latest quarter.

However, the German fashion company observed that double-digit growth in Mainland China overshadowed a “tougher” market environment in Hong Kong and Macau.

Worldwide sales rose by 4 percent, a rate tempered by an 8 percent decline in currency-adjusted terms in the US market.

First-quarter operating profit fell 22 percent to €55 million on sales of €664 million.

While Hugo Boss’ share price has slumped by 19 percent over the past year, the company says its performance has been impacted by reorganization costs, higher marketing spends and the strength of the dollar.

Finance chief Yves Mueller said the revamp of key stores should boost the company’s performance with New York and Tokyo flagships already performing well since their reopening and renovations of others in Paris and Chicago soon to be completed.

“Store optimizations will drive performance,” he told an analysts briefing.

A shift in focus to a younger target demographic is also paying dividends for Hugo Boss. Sales of its Hugo brand of casual wear rose in the double digits, compensating for flat sales of the core Boss brand and a marginal decline in business apparel.

First-quarter online sales rose by 26 percent and the company plans to continue to invest in digitalization.