BERLIN — Hugo Boss has folded its top-of-the-line Boss Selection men’s range into the Boss core brand.
Claus-Dietrich Lahrs, chief executive officer and chairman of the managing board, said the move “underscores the luxury and premium standards of our core brand, Boss,” and would contribute to a clearer global Boss brand image.
He added that the group was also responding to the wishes of its customers — especially in the important growth market of China — who have been eager to find a range of luxury products within the Boss core range.
Boss pointed out that the streamlined branding has already been implemented in the new Boss flagships in Paris, Beijing, London and Taipei.
Under the new structure, the creative departments are being centralized. Bernd Keller, who recently joined the group as designer of Boss Orange men’s wear, will now oversee men’s sportswear for Boss, with Kevin Lobo responsible for clothing/dress furnishings.
The company had projected that Selection, which rang up sales of $65 million last year, would be a $130 million business by 2015. In April, the company reported that first-quarter sales for the Boss Black brand rose 13 percent while Selection sales jumped 45 percent.
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