After recent boom years on the back of lavish marketing spend and a brand redesign, Hugo Boss came back down to earth in 2025. But the German brand still saw growth last year.

Sales in the fourth quarter rose7 percent, in currency adjusted terms, to 1.28 billion euros.

Over the whole year, revenues gained 2 percent to 4.27 billion.

The result was significant because the German menswear specialist’s sales growth had hovered around zero all year, falling and rising only one or two percentage points every quarter.

“2025 once again highlighted the rapid transformation of our industry,” chief executive Daniel Grieder said in a statement. “At Hugo Boss we focused on what we can actively shape — further strengthening our brands, elevating our products, and deepening our global consumer engagement.”

The brand’s home market of Europe, the Middle East and Africa achieved growth of 9 percent, currency adjusted, in the last quarter. This was mostly driven by positive sales in France and Germany, the company said.

In the Americas, Hugo Boss sales rose 6 percent, with Latin America providing double-digit increases.

In Asia-Pacific, sales slipped 1 percent in the fourth quarter. Hugo Boss has had problems in China, both with its image and its retail pricing, and had seen sales fall in that region for most of last year.

It was growth in Southeast Asia and the Pacific that compensated for a moderate revenue decline in China, Hugo Boss explained in a statement.

Sales of the more formal Boss menswear grew by 3 percent during 2025. Menswear makes up around three-quarters of the German brand’s business.

Boss womenswear sales slid 5 percent during the year while Hugo sales decreased 4 percent.

Both lines are undergoing restructuring and redefinition, the company said in December last year, when it announced a new strategy to deal with lackluster growth after boom years in 2022 and 2023.

Hugo Boss reported operating profits rose by 8 percent to 391 million euros due to “a focus on productivity improvement and cost efficiency.” Operating profit improved by 22 percent in the fourth quarter of last year and was above analysts’ expectations.

Group sales are expected to decline during 2026, it said, before returning to growth in 2027.