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Sales by distribution channel

Sales by distribution channel (in EUR million)

 

 

2015

 

In % of
sales

 

2014

 

In % of
sales

 

Change
in %

 

Currency-adjusted change
in %

Group’s own retail business

 

1,688.8

 

60

 

1,471.3

 

57

 

15

 

7

Directly operated stores

 

1,095.2

 

39

 

976.4

 

38

 

12

 

4

Outlet

 

511.0

 

18

 

427.1

 

16

 

20

 

12

Online

 

82.6

 

3

 

67.8

 

3

 

22

 

18

Wholesale

 

1,057.8

 

38

 

1,042.6

 

41

 

1

 

(3)

Licenses

 

62.1

 

2

 

57.7

 

2

 

8

 

8

TOTAL

 

2,808.7

 

100

 

2,571.6

 

100

 

9

 

3

Sales by distribution channel – five-year-overview (in EUR million)

 

 

2015

 

2014

 

2013

 

2012

 

2011

Group’s own retail business

 

1,688.8

 

1,471.3

 

1,314.1

 

1,149.7

 

924.2

Directly operated stores

 

1,095.2

 

976.4

 

874.0

 

757.6

 

617.7

Outlet

 

511.0

 

427.1

 

378.6

 

343.2

 

273.6

Online

 

82.6

 

67.8

 

61.5

 

48.9

 

32.9

Wholesale

 

1,057.8

 

1,042.6

 

1,060.1

 

1,139.7

 

1,085.3

Licenses

 

62.1

 

57.7

 

57.9

 

56.5

 

49.3

TOTAL

 

2,808.7

 

2,571.6

 

2,432.1

 

2,345.9

 

2,058.8

Growth in Group’s own retail business supported by 2% increase in retail comp store sales

The Groups own retail business (Retail) was once again a driver of growth in fiscal year 2015. In particular, the expansion of the Group’s own retail business activities by new openings and takeovers led in the reporting period to a rise in sales in the reporting currency of 15% to EUR 1,689 million (2014: EUR 1,471 million). In local currencies, this corresponds to sales growth of 7%. On the basis of retail comp store sales, i.e. including retail areas opened or taken over before December 31, 2013, sales in the Group’s own retail business increased by 9% year on year in the reporting currency. Sales rose by 2% adjusted for currency effects. The share of the Group’s own retail business in Group sales was further expanded and stood at 60% in the last fiscal year (2014: 57 %).

Sales growth in directly operated stores (DOS)

Sales from directly operated stores (DOS) were increased by 12% in the reporting period, or by 4% adjusted for currency effects, to EUR 1,095 million (2014: EUR 976 million). This includes both sales from own freestanding stores and sales generated with concession partners. With the concession model, the Group directly operates HUGO BOSS shop-in-shop units in retail partners’ selling space. With sales growth in the Group’s reporting currency of 20% to EUR 511 million, the outlet stores contributed to the growth in sales from the Group’s own retail business (2014: EUR 427 million). This is equivalent to a currency-adjusted increase of 12%. The sales generated by the Group’s own online retail business rose in 2015 by 22% in the reporting currency to EUR 83 million (2014: EUR 68 million). They were up 18% adjusted for currency effects.

Currency-adjusted decline in wholesale channel sales

In fiscal year 2015, sales in the wholesale channel were up by 1% on the prior year in the reporting currency and totaled EUR 1,058 million (2014: EUR 1,043 million). A decline in sales of 3% adjusted for currency effects was reported. This primarily reflected takeovers of selling space previously operated by wholesale partners, which resulted in a shift in sales from wholesale business to the Group’s own retail business, and falling sales in the Americas. Replenishment business, which allows HUGO BOSS to react to short-term surges in demand from business partners, was down in the last fiscal year. The share of wholesale business in consolidated sales contracted from 41% to 38% year on year.

Positive sales trend in license business

The license business developed well in fiscal year 2015. Sales were up by 8% on the prior year both in the reporting currency and local currencies, totaling EUR 62 million (2014: EUR 58 million). The articles produced by partners include fragrances, eyewear and watches. A key factor behind the sales growth was a double-digit increase in license income from watches and eyewear. License income from fragrances also rose. The share of license business in Group sales remained unchanged at 2%.

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