INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group

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INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
1   INVESTOR MEETING PRESENTATION

                                    INVESTOR MEETING
                                      PRESENTATION
                                     May – August 2021
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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Company Overview

                                                                                                              SUSTAINABILITY
                                                                       KEY PRIORITIES
                                    THE COMPANY

         One of the leading companies in          Create                                Sustainability
         the premium apparel segment              brand heat & product desire           as integral part of operations

         Two iconic brands                        Exploit                               Clearly defined
         BOSS & HUGO                              global sales opportunities            goals & KPI‘s

         Group sales of                           Drive                                 Top ranked
         EUR 2 billion in 2020                    operational excellence                in DJSI World / Europe
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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    AGENDA

    1    About HUGO BOSS

    2    Q1/2021 Results

    3    Strategic Priorities

    4    Sustainability
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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                                    HUGO BOSS
                        A GLOBAL FASHION & LIFESTYLE COMPANY
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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                                    OUR BRANDS
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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BOSS DRESSES THE DRIVE                          BRAND VALUES
Status-oriented customer in the upper           MASCULINITY/FEMININITY
premium segment who wants to dress in a
modern, sophisticated way.
From classic business outfits to a wide range
                                                SEXINESS
                                                SUCCESS
                                                                          85%
of modern and stylish leisure looks.            STYLE                    of Group sales
                                                PRECISION
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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HUGO IS THE PLATFORM OF                       BRAND VALUES
SELF-EXPRESSION
Expressive customer in the premium segment.
Casual- and businesswear collections in the
contemporary fashion segment characterized
                                              GLOBALLY ENGAGED

                                              ALWAYS CURIOUS
                                                                          15%
by progressive designs.                                                  of Group sales
                                              AUTHENTICALLY EXPRESSIVE
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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Global sales distribution across 127 countries
                                    SHARE OF GROUP SALES *

          EUROPE                        AMERICAS             ASIA/PACIFIC
    (INCL. MIDDLE EAST/AFRICA)

                  63%                        16%                   18%
           GERMANY: 14%                     U.S.: 11%           CHINA: 11%

        GREAT BRITAIN: 13%                CANADA: 2%            OCEANIA: 2%

              FRANCE: 6%                CENTRAL & SOUTH          JAPAN: 2%
                                          AMERICA: 3%
             BENELUX: 5%                                        OTHER: 3%

              OTHER: 25%

                                                                              * AS OF 2020; 3% LICENSES
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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Distribution via own retail and wholesale channel

               3%          LICENSES                           11%   ONLINE RETAIL

                                               66%   RETAIL
    31%            WHOLESALE
                                                                55% B&M RETAIL
                                      FY2020

    Own online sales account for 11% of
    Group sales in 2020, up from 5% in 2019
INVESTOR MEETING PRESENTATION - May - August 2021 - HUGO BOSS Group
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Well diversified store portfolio
across regions*
                                                                                  Freestanding stores                   212
                                                                                      Shop-in-Shops                           302
                                                                                              Outlets    75
                                              Europe
                                               589
                                                                                  Freestanding stores        92

           Americas                                                                   Shop-in-Shops           105
             251                                             Asia/Pacific                     Outlets   54
                                                                 317

                                                                                  Freestanding stores             141
                                     Group
                                     1,157                                            Shop-in-Shops           105

                                                                                              Outlets   71

 GROUP

                    445                        512                     200
            Freestanding stores              Shop-in-Shops              Outlets
                                                                                                                               *AS OF 30/12/2020
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Sourcing and production
focused on Europe and Asia*

     44% ASIA
                                                              6% NORTH AFRICA
     12% WESTERN EUROPE
                                                              36% EASTERN EUROPE
     01% AMERICAS

             17%                     OWN PRODUCTION

             83%                     THIRD PARTY PRODUCTION

                                                                                   * NUMBERS AS OF 2020, IN VALUE TERMS
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 AGENDA

     1    About HUGO BOSS

     2    Q1/2021 Results

     3    Strategic Priorities

     4    Sustainability
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 On average ~25% of global store network closed
 in the first quarter
     100%

     75%

     50%

                                                STORE OPENING RATE                                    *

     25%

                            Q1 2020   Q2 2020     Q3 2020   Q4 2020                      Q1 2021
       0%
                            ~85%      ~50%        ~95%      ~85%                          ~75%
                                                             * NUMBER OF OWN RETAIL POINTS OF SALE NOT AFFECTED BY TEMPORARY
                                                               CLOSINGS DIVIDED BY TOTAL NUMBER OF OWN RETAIL POINTS OF SALE
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 Solid start to the year as
 business recovery continues

             Q1 2021
          EUR
                        497                 MILLION

                                     (8)%
                      CURRENCY-ADJUSTED
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         EUROPE SALES
                                     **

                                                           (17)%               *

                                          Almost 50% of own retail stores temporarily closed
                                          in the first quarter

                                          Germany and the UK record mid-double-digit sales
                                          declines in own retail, reflecting persistent lockdowns

                                          Strong momentum in Russia and Middle East with
                                          low to mid-double-digit sales growth

     Extended lockdowns weigh on
     business recovery in Europe
                                                                                   * CURRENCY-ADJUSTED
                                                                                   ** INCL. MIDDLE EAST AND AFRICA
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AMERICAS SALES
                                                             (11)%              *

                                             Business in the U.S. with noticeable recovery
                                             reflecting a robust rebound in consumer sentiment

                                             Persistent store closures continue to weigh on
                                             business in Canada

                                             Latin America returns to pre-COVID-19 levels
                                             in the first quarter

     Sequential
     Recovery inimprovements
                   the Americasincontinues
                                     the U.S.as
     drive recovery
     momentum        in the
                 in the U.S.Americas
                             further improves
                                                                                              * CURRENCY-ADJUSTED
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ASIA/PACIFIC SALES
                                                       +39%                *

                                        Sales in mainland China almost double supported
                                        by robust local demand in Q1

                                        While business in Japan continues its gradual recovery,
                                        Australia and South Korea return to growth in Q1

                                        Absence of international tourism continues to weigh on
                                        Hong Kong and Singapore

     Asia/Pacific returns to growth driven by
     ongoing strong momentum in mainland China
                                                                                     * CURRENCY-ADJUSTED
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          Q1 2021
               +72%
                 CURRENCY-ADJUSTED

     Momentum in online business
     strongly accelerates in the first quarter
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 Wholesale business benefits from
 robust order intake and delivery shift effects

     OWN
     RETAIL

                               (14)% *

                                                  WHOLESALE

                                                        +1%           *

                                                              * CURRENCY-ADJUSTED
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                                     (8)%   (6)%
     BOSS

                                                   HUGO
     Casualwear returns to
     mid-single-digit growth in Q1
                                                    *TOTAL BRAND SALES; CURRENCY-ADJUSTED
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 HUGO BOSS records
 positive EBIT in the first quarter

           Gross margin              Selling & distribution   Administration        EBIT           Net income
                                           expenses             expenses

                                              EUR                   EUR              EUR                EUR

               60.4                        231                    68                 1                 (8)
                     %                      MILLION               MILLION          MILLION            MILLION

                  62.9%                EUR 288 MILLION        EUR 75 MILLION   EUR (14) MILLION   EUR (18) MILLION

                Q1 2020                    Q1 2020               Q1 2020           Q1 2020            Q1 2020
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 Trade net working capital improvement supports
 free cash flow development

                 TNWC                Capital expenditure   Free cash flow
            March 31, 2021              January - March     January - March

                                                                              Inventories remain stable reflecting
                    EUR                      EUR                 EUR
                                                                              ongoing tight management
                550                         16                 (30)           Lower capital expenditure reflecting
                  MILLION                   MILLION             MILLION       continued prudent approach in light of
                                                                              persistent uncertainties

                                                                              Net financial liabilities decline 5%
                                                                              to EUR 221 million*

          EUR 592 MILLION              EUR 18 MILLION      EUR (86) MILLION

            March 31, 2020             Jan - March 2020    Jan - March 2020

                                                                                                            *Excluding IFRS 16
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Outlook

     GLOBAL BUSINESS EXPECTED
     TO RECOVER NOTICEABLY
     IN 2021
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 AGENDA

     1    About HUGO BOSS

     2    Q1/2021 Results

     3    Strategic Priorities

     4    Sustainability
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              VISION                 BE THE MOST DESIRABLE PREMIUM
                                     FASHION & LIFESTYLE BRAND
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Our strategic priorities
for future growth

                    CREATE              EXPLOIT         DRIVE

        BRAND HEAT &                 GLOBAL SALES    OPERATIONAL
       PRODUCT DESIRE                OPPORTUNITIES   EXCELLENCE
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                                              EMOTIONALIZE
                                              THE BRANDS
                                              Emotionalize the brands and
                                              deliver inspiring storytelling

                                              DOMINATE
                                              CLOTHING
                                              Leverage strengths in clothing segment
                                              to increase market share
                                     CREATE
                                              PUSH
                    BRAND HEAT &              CASUALIZATION
                                              Leverage trend towards casualization and
                   PRODUCT DESIRE             exploit opportunities
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Marketing initiatives to
drive brand desirability

                       EVENTS        PERSONALITIES   COLLABORATIONS
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Community engagement
on social media further accelerates

                                     AVERAGE NUMBER OF       INSTAGRAM

                                     LIKES PER POST        FOLLOWERS
                                        MORE THAN              GROW

                                       2x
                                     double              double-dgi
                                                         double-digit
                                        2020 VS. 2019       2020 VS. 2019
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Serving our customers
across all wearing occasions
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New interpretation of formalwear with
strong focus on casual tailoring

                                      BROAD
                                     BOMBER
                                       SUIT
           CASUAL
          TAILORING
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Chris Hemsworth
is the global face of BOSS
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BOSS x AJBXNG
gains further momentum

                                     FATHER‘S DAY
                                      CAMPAIGN
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     Successful launch of exclusive
     BOSS x NBA capsule
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     Successful launch of
     BOSS x RUSSELL ATHLETIC
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     HUGO x Liam Payne
     supports “Cotton made in Africa”
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                                               LEVERAGE
                                               ONLINE & OC EXPERIENCE

                                               #onlinefirst: Aggressively invest in online
                                               growth and omnichannel services

                                               EXPLOIT
                                     EXPLOIT   GROWTH POTENTIAL IN CHINA

                                               China first: Elevate product offering, increase
                      GLOBAL SALES             brand hype, push retail productivity, increase
                                               space and grow online
                      OPPORTUNITIES
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 Exploiting the full potential
 of mainland China

                                                                                    Momentum continues into 2021, supported by
                                                                                    strong activation around Chinese New Year

                                                                                    Local brand ambassadors drive awareness
                                                                                    among younger customers

                                                                                    Leveraging full potential through moderate space
                                                                                    expansion and strong focus on online

     GROUP SALES                         CAGR          CONTROLLED     “TAILORED”
                                       2016-2020       DISTRIBUTION     SHARE

         10%                             +8%            >95%*          >30%*
       BASED on FY                    SALES ML CHINA    OWN RETAIL        OF
          2020                                            SHARE       PRODUCT MIX

                                                                                                                                 * AS OF 2020
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 Leveraging sales opportunities
 in mainland China

             Robust retail footprint                      Concession business on Tmall and JD
     1       across tier 1 and tier 2 cities          1   with strong double-digit growth

             White spot opportunities,                    Tapping in to additional e-com opportunities
     2       especially in tier 2 and tier 3 cities
                                                      2   to support momentum

             Upsizing opportunities                       Implementation of WeChat Work
     3       in prime locations                       3   to exploit social commerce
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Well on track to achieve
2022 online sales target

                                                                   Online sales to grow to more than
                                                                        EUR 400 million by 2022

     Online sales
                                                     x4
     (in EUR million)

                                                           >400    EUR 300 million mark to be crossed
                                                                         before year-end 2021

                                                    221
                                             151
                                      110                               CAGR of >40% achieved
      76              79                                                between 2018 and 2020

     2016            2017             2018   2019   2020   2022e
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Geographical rollout of
hugoboss.com in full swing

                                     hugoboss.com   hugoboss.com
                                     markets 2020   markets 2021

     At the end of Q1 2021, hugoboss.com is
     available in 59 markets
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                                             LEVERAGE
                                             SCALE AT OPERATIONS

                                             Implement a lean & flexible supply chain

                                             Drive digitalization across all Operations
                                             activities

                                             Continue simplification journey
                                     DRIVE
                                             Realize COGS savings through sourcing
                                             optimization without compromising quality
                          OPERATIONAL
                          EXCELLENCE
43   INVESTOR MEETING PRESENTATION

 AGENDA

     1    About HUGO BOSS

     2    Q1/2021 Results

     3    Strategic Priorities

     4    Sustainability
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                                                 RESPONSIBILITY

                                                 The aim of the Company’s sustainability
                                                 activities is to ensure its long-term success
                                                 through continuous improvement and
                                                 anticipatory management of environmental,
                                                 social as well as economic opportunities and
                    SUSTAINABILITY               risks.

                        is an integral part of
                        business operations
                           at HUGO BOSS
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Clearly defined KPI’s
to measure progress in sustainability

              ORGANIZATIONAL                    PROCESSES                               KPIS AND
                STRUCTURE                       AND TOOLS                              INCENTIVES

     ▪ Global sustainability           ▪ Clear guidelines, policies and     ▪ Clearly defined KPIs to measure
       department steering the topic     tools to ensure sustainable          improvement in sustainability
                                         business practices
     ▪ Responsible managers for                                             ▪ Sustainability criteria as part of
       sustainability in different     ▪ Established data collection, and     the long-term performance
       departments                       reporting processes                  related compensation of the
                                                                              Managing Board
     ▪ Continuous meetings with the    ▪ Data management tools to
       Management Board to discuss       track progress on targets          ▪ Progress awarded by DJSI
       targets and progress                                                   World and DJSI Europe inclusion
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Sustainability commitment ingrained in the concept
TODAY. TOMORROW. ALWAYS.

                                           TOMORROW                       ALWAYS
                        TODAY
                                         Tomorrow contains the      Always encompasses our
             Today stands for the
                                       concrete goals we have set     overall sustainability
          milestones achieved so far
                                         ourselves for the future          principles
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TODAY. TOMORROW. ALWAYS.
embedded in our three focus areas

                 PRODUCT              PEOPLE & SOCIETY                   ENVIRONMENT

     In addition to design,           Adherence to high social         We are committed to the
     quality, and durability, our     standards forms the basis        introduction and further
     products meet high               for our relationships.           development of more
     standards with regards to        A commitment to social           environmentally and
     health, environmental, and       welfare is an integral part of   climate-friendly processes.
     animal welfare.                  our corporate responsibility.
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Product
Strive for highest quality and longevity

           ALWAYS. Our ongoing commitment to serve
           conscious customer segment:
           Offering more sustainable products through the use
           of more sustainable materials while at the same
           time respecting animal welfare and ensuring
           product safety.

                                     TODAY.
                                     RESPONSIBLE styles* outperform in the collection
                                     with a higher sell-through
          PRODUCT
       *All products that contain at least 60% more sustainable raw materials will show the RESPONSIBLE label.
       RESPONSIBLE Styles also meet other environmental and social criteria regarding processing, transport and packaging.
49   INVESTOR MEETING PRESENTATION

Product
TODAY. Increasing responsible product offering
          2018

                                2019

                                                                    2020

                                                                                                                                                                 2021
                PF18                         FW19                           PS20                    SR20                                          FW20                SR21             PF21           FW21

                                                                                                  RESPONSIBLE TAILORING                                    RESPONSIBLE: Today. Tomorrow. Always.
PRODUCT                                                                                                                                                                                               BOSS:
                                                                                                                                                                                                      THE JOURNEY
                                                                                                                                                                                                      HUGO:
          Piñatex® sneaker                                                                                                                                                                            CLEAN UP
          BOSS Menswear                                                                                                                                                                               YOUR ACT

                       Traceable Wool                                 Circular Design     Continuation of                               BOSS:                    BOSS:
                       Capsule Collection                             Capsule             Traceable Wool                                THE JOURNEY              THE JOURNEY
                       BOSS Men´s Business                            BOSS Menswear       Capsule                                                                NATURAL FIBERS
                                                                                          BOSS Mens- &                                                           cotton, linen,
                                     Continuation of                                      Womenswear Vegan Suit                                       HUGO:      hemp, wool       HUGO:
                                     Piñatex® sneaker                                                     BOSS Men´s                                  CLEAN UP                    CLEAN UP YOUR ACT
                                     BOSS Mens- &                                                         Business                                    YOUR ACT                    Liam Payne & CmiA
                                     Womenswear                                                                        Kapok Capsule Collection                                   Capsule
                                                        Olivenleder® Capsule Collection
                                                        BOSS & HUGO                                                    BOSS Men´s Casualwear
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Product
TOMORROW. Our main goals by 2025

                           SDGs                                   MAIN GOAL                                   STATUS 2020
                 (Sustainable Development Goals
                      of the United Nations)

                                                  100% sustainably sourced cotton                                       86%

                                                  ≥ 50% recycled synthetic fibers                                       10%

                                                  ≥ 30% of offered styles are RESPONSIBLE*                              15%

                                                  100% of plastic packaging out of                                      42%
                                                  recycled or sustainable sources

                 *ALL PRODUCTS THAT CONTAIN AT LEAST 60% MORE SUSTAINABLE RAW MATERIALS WILL SHOW THE RESPONSIBLE LABEL.
                 RESPONSIBLE STYLES ALSO MEET FURTHER ENVIRONMENTAL AND SOCIAL CRITERIA REGARDING PROCESSING, TRANSPORT, AND PACKAGING.
51   INVESTOR MEETING PRESENTATION

People & Society
Taking responsibility for the people we work with

           ALWAYS. Our ongoing commitment to motivate
           employees and take responsibility along the supply
           chain:
           Assuming responsibility for employees and
           suppliers to ensure safe and healthy jobs.
           Developing together in long-term, trusting
           partnerships to ensure social compliance and
           reduce risks.

                                     TODAY.
                                     Started with the “Living wages” initiative as part of the
                                     Partnership for Sustainable Textiles with the aim to achieve
                                     collective solutions for living wages in countries of
     PEOPLE & SOCIETY                production
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People & Society
TOMORROW. Our main goals by 2025

                           SDGs                                    MAIN GOAL                                STATUS 2020
                 (Sustainable Development Goals
                      of the United Nations)

                                                  75 % employee satisfaction according to the Great
                                                  Place to Work® survey
                                                                                                                 72%

                                                  Share of at least 40% of women in the first and 50% of
                                                  women in the second management level below the
                                                                                                                 25%
                                                  Managing Board                                                 45%
                                                  All goods sourced from suppliers with satisfying or
                                                  better performance in social audits                            96%

                                                  All directly contracted fabrics and trimmings suppliers        10%
                                                  are integrated in social compliance program
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Environment
Reducing our environmental impact

           ALWAYS. Our ongoing commitment to reduce our
           environmental impact while saving costs:
           We continuously minimize our impacts on climate
           change, reduce the consumption of resources and
           use chemicals responsibly.

                                     TODAY.
                                     In 2020, more than half of the electricity consumed within
                                     the Group came from renewable energy sources.
      ENVIRONMENT
54   INVESTOR MEETING PRESENTATION

Environment:
TOMORROW. Our main goals

                           SDGs                                            MAIN GOAL                                                STATUS 2020
                 (Sustainable Development Goals
                      of the United Nations)

                                                  Climate neutrality in the whole value chain until 2050

                                                  Reduction of CO2 emissions (Scope 1+2) by at least 51%
                                                                                                                                      Scope 1+2: Reduction of 36%
                                                  Reduction of CO2 emissions (Scope 3) by 30%
                                                                                                                                      Scope 3: Reduction of 28%
                                                  Reduction of energy consumption (direct & indirect) in relation to area (m²) by 20%
                                                                                                                                      Energy reduction of 22%
                                                  (base year 2018) until 2030

                                                  Reduction of own water consumption (externally sourced
                                                  water) in relation to Group sales by 40% compared with                                              5%
                                                  the base year 2016 until 2025

                                                  100% of suppliers with high environmental impact comply                                             20%
                                                  with the HUGO BOSS environmental requirements until 2025
55   INVESTOR MEETING PRESENTATION

                                               DJSI World
                      FTSE4Good
                                               DJSI Europe
                                               Index member since
                 Index member since 2016   2017 (World) & 2020 (Europe)

                       STOXX Global
                                              Euronext Vigeo
                        ESG Leaders
                                                Europe 120
                        DAX 50 ESG
                                               Eurozone 120
                         Leaders
                 Index member since 2020    Index member since 2019

     HUGO BOSS sustainability achievements
     recognized in many sustainability indices
56   INVESTOR MEETING PRESENTATION

Financial Calendar &
Investor Relations contact

                                                                Christian
               AUGUST
                                                                 Stöhr
                    4                Second Quarter Results
                                                                Vice President
                                                              Investor Relations   E-Mail: Christian_Stoehr@hugoboss.com
                  2021                                          und Corporate
                                     2021                      Communications      Phone: +49 (0) 7123 94 - 80903

            NOVEMBER
                                                              Frank Böhme
                    4                Third Quarter Results
                                                               Senior Investor
                                                              Relations Manager
                                                                                   E-Mail: Frank_Boehme@hugoboss.com
                  2021                                                             Phone: +49 (0) 7123 94 - 80903
                                     2021
57   INVESTOR MEETING PRESENTATION

 Forward-looking statements contain risks
This document contains forward-looking statements that
reflect management's current views with respect to future
events. The words “anticipate”, “assume”, “believe”,
“estimate”, “expect”, “intend”, “may”, “plan”, “project”,
“should”, and similar expressions identify forward-looking
statements. Such statements are subject to risks and
uncertainties. If any of these or other risks and uncertainties
occur, or if the assumptions underlying any of these
statements prove incorrect, then actual results may be
materially different from those expressed or implied by such
statements. We do not intend or assume any obligation to
update any forward-looking statement, which speaks only as
of the date on which it is made.
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