Daniel Grieder

<start of post>

Last week, I had the pleasure of visiting our newly redesigned flagship store in London, a city that continues to be a global heartbeat for fashion and innovation.

Walking through the space, I was struck by how our teams have seamlessly integrated digital touchpoints with a premium physical experience. It is not just about selling a product; it is about inviting our customers into the world of BOSS. I was particularly impressed by the energy and dedication of our retail staff, who bring our brand to life every single day with such passion.

This visit reinforced my belief that even as we accelerate our digital transformation, the human element remains our greatest differentiator. Our physical stores are the stages where our strategy CLAIM 5 TOUCHDOWN becomes a reality for the consumer. By focusing on Brand Excellence and Distribution Excellence, we are ensuring that every interaction with HUGO BOSS is nothing short of exceptional.

A big thank you to the entire London team and to our retail operations experts for their hard work in making this opening a resounding success. It is your commitment that allows us to move from great to excellent.

I look forward to seeing this level of excellence replicated across our global markets as we continue to shape the future of fashion together. 😊

#BeYourOwnBOSS #RetailExcellence

<end of post>