Hugo Boss launches webshop in twelve more countries

Hugo Boss has made its webshop accessible to twelve additional countries, including Russia, Turkey and the United Arab Emirates. The German fashion label wants to double its online turnover in two years’ time.

Responding to the ongoing trend

Hugo Boss continues to expand its webshop: after adding 32 countries last year, the brand is now opening its webshop to customers from 12 additional countries. These include Bahrain, Egypt, Estonia, Kuwait, Latvia, Lithuania, Oman, Russia, Saudi Arabia, Turkey, the United Arab Emirates and South Korea.

Last year, Hugo Boss’ e-commerce business grew by more than 50 per cent to 221 million euros. However, this could not prevent the group from plunging into the red due to the Covid crisis: total turnover fell by 31 per cent to 1.95 billion euros.

Hugo Boss expects the shift to online to continue in the coming years. For the year 2021, the company expects online sales to exceed 300 million euros; by the end of 2022, the fashion manufacturer wants to exceed 400 million euros.