{"id":158401,"date":"2026-11-03T14:21:49","date_gmt":"2026-11-03T13:21:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158401"},"modified":"2026-11-03T14:21:51","modified_gmt":"2026-11-03T13:21:51","slug":"zwakke-verkoop-en-ai-doen-hugo-boss-krimpen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\/","title":{"rendered":"Zwakke verkoop en AI doen Hugo Boss krimpen"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Hugo Boss<\/strong> zag de omzet in het derde kwartaal opnieuw dalen en verlaagt zijn winstverwachting voor 2026. Naast de zwakke consumentenvraag speelt ook de snelle opmars van artifici\u00eble intelligentie een rol: die dwingt het bedrijf tot extra afschrijvingen op zijn IT-investeringen. De tegenvallende resultaten komen amper een week nadat <strong>Frasers Group<\/strong> de controle over het Duitse modehuis verwierf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Casual Hugo valt niet in de smaak<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De omzet van Hugo Boss daalde in het derde kwartaal met 5% tot 946 miljoen euro, of met 4% tegen constante wisselkoersen. Vooral Europa, het Midden-Oosten en Afrika presteerden zwak: in die regio zakte de omzet met 7% tot 598 miljoen euro. Duitsland hield relatief goed stand, maar in Frankrijk en het Verenigd Koninkrijk lieten consumenten het afweten. In Amerika en Azi\u00eb-Pacific bleef de verkoop stabiel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ook tussen de twee merken van de groep groeit het verschil. Boss, goed voor het overgrote deel van de omzet, beperkte de terugval tot 2% en boekte 813 miljoen euro omzet. Het jongere, meer casual modemerk Hugo zag de verkoop daarentegen met 16% kelderen. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beide merken ondergaan een strategische herpositionering, met meer nadruk legt op kwaliteit en winstgevendheid dan op verkoopvolume, maar die koerswijziging levert voorlopig gemengde resultaten op. De brutomarge steeg weliswaar met 2,2 procentpunten tot 63,3%, maar de operationele winst daalde met 15% tot 81 miljoen euro.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AI maakt IT-investeringen al achterhaald<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hugo Boss verlaagt zijn verwachte operationele jaarwinst van 300 miljoen \u00e0 350 miljoen euro naar 250 miljoen \u00e0 300 miljoen euro. De groep rekent bovendien op een omzetdaling in de hoge enkelcijferige percentages, tegen constante wisselkoersen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Opvallend is dat niet alleen de tegenvallende verkoop de prognose drukt. Hugo Boss voorziet ook hogere afschrijvingen op IT-activa vanwege de snelle ontwikkelingen op het gebied van AI en technologie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Topman Daniel Grieder houdt niettemin vast aan de bestaande strategie. &#8220;Hoewel het tijd zal kosten voordat de initiatieven hun volledige vruchten afwerpen en we erkennen dat er nog werk voor ons ligt, versterken ze ons bedrijf fundamenteel&#8221;, zegt hij. De Britse Frasers Group, het retailimperium van Mike Ashley, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/frasers-group-grijpt-dan-toch-de-controle-over-hugo-boss\/\">verwierf pas nog een meerderheidsbelang van 50,08%<\/a> in Hugo Boss.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hugo Boss zag de omzet in het derde kwartaal opnieuw dalen en verlaagt zijn winstverwachting voor 2026. Naast de zwakke consumentenvraag speelt ook de snelle opmars van artifici\u00eble intelligentie een rol: die dwingt het bedrijf tot extra afschrijvingen op zijn IT-investeringen. De tegenvallende resultaten komen amper een week nadat Frasers Group de controle over het Duitse modehuis verwierf.<\/p>\n","protected":false},"author":5,"featured_media":136714,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[43],"company":[715],"topic":[88],"region":[177],"class_list":["post-158401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-hugo-boss","topic-bedrijfsresultaten","region-duitsland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zwakke verkoop en AI doen Hugo Boss krimpen - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zwakke verkoop en AI doen Hugo Boss krimpen - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Hugo Boss zag de omzet in het derde kwartaal opnieuw dalen en verlaagt zijn winstverwachting voor 2026. 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De tegenvallende resultaten komen amper een week nadat Frasers Group de controle over het Duitse modehuis verwierf.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-03T13:21:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-03T13:21:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/12\/Hugo-Boss_2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"672\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pauline Neerman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pauline Neerman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/\"},\"author\":{\"name\":\"Pauline Neerman\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/66b54803fa10759039079458ea89e307\"},\"headline\":\"Zwakke verkoop en AI doen Hugo Boss krimpen\",\"datePublished\":\"2026-11-03T13:21:49+00:00\",\"dateModified\":\"2026-11-03T13:21:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/\"},\"wordCount\":339,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/Hugo-Boss_2.jpg\",\"articleSection\":[\"Mode\"],\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/#respond\"]}],\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/mode\\\/zwakke-verkoop-en-ai-doen-hugo-boss-krimpen\\\/\",\"name\":\"Zwakke verkoop en AI doen Hugo Boss krimpen - 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