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Thursday 25 April 2019



Hugo Boss online sales driven by Zalando deal

Written by Hannah McGrath

Online sales at Hugo Boss were up 38 per cent in the third quarter - eclipsing overall sales growth of one per cent - following a tie-up with online marketplace Zalando.

The German fashion house reported “solid” sales growth for the three months to October, bolstered by strong online sales, as the business looks to collaborate more closely with Zalando for its digital operations.

The company reported that it had “ramped up” a partnership with e-commerce site Zalando in early October and expanded the range of Boss products on offer through the site’s official partner programme, which allows brands greater control over their presence on the platform.

The statement read: “Under the partnership, Hugo Boss independently manages the presentation and sales of BOSS Businesswear, which is available at Zalando for the first time.”

Despite the challenging market environment in the third quarter, the business confirmed its sales and earnings guidance for 2018 and said it was expecting “significant improvement” in sales over the Christmas period.

Mark Langer, chief executive of Hugo Boss, said a challenging market environment meant that the third quarter sales period was not easy, exacerbated by Europe’s long, hot summer.

He added: “We’re expecting a strong acceleration in sales and earnings in the fourth quarter. We are therefore very confident that we will achieve our full-year targets.”

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