Hugo Boss credits its departing CEO with leading CLAIM 5, the strategy of 2021. The plan he launched last December is missing from the announcement.
On 12 November the company said Daniel Grieder would leave on 31 December, at his own request. His successor is David Epstein, Chief Brand Partnerships Officer at Frasers Group since 2024. Frasers reached 50.08% of Hugo Boss on 23 October.
CLAIM 5 TOUCHDOWN was launched in December 2025. It forecast falling sales in 2026, a year of realignment, and a return to growth in 2027. Frasers' CEO, Michael Murray, has chaired the Supervisory Board since September. Yves Müller, who ran finance and operations, was succeeded on 1 October. The exit of Oliver Timm, who ran sales, was announced on 9 November. Three days later Grieder followed.
In September Grieder said Murray "has consistently supported the strategic direction we have with CLAIM 5 TOUCHDOWN". The announcement of his exit names CLAIM 5 and stops there.
Hugo Boss ended 2025 with more than 17,500 full-time equivalents, and a realignment is carried out far below the board. Someone holds a style back from an account. People refuse on a brand's behalf only while someone above them still means it.
Ivica Maric, the one board member staying, said on 3 November that, in his view, success in 2027 would not be measured "on top-line performance". That was the year the plan had set for growth to return.
The plan launched last December traded sales for desire. Whether that trade stands is now decided by a retailer on the other side of it.
Rafael Carlesso reads where desire is built or lost, from image to price. The financial results follow, and they test the reading. Based in Milan. Quoted twice by Reuters on LVMH.
Photography by Hugo Boss.
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