Hugo Boss expands online reach into Asia, Australia

Fashion label Hugo Boss is expanding its online reach to the Asia Pacific market.

The German brand has added 22 more countries to its e-commerce portfolio, including Australia, New Zealand, Japan and Singapore, along with markets in Europe. Customers from those countries can now access Hugo Boss’ latest collections from their home and have products shipped directly. 

“The importance of digital distribution channels for the global apparel industry is growing rapidly,” said Mark Langer, chairman of the company’s managing board.

“The coronavirus crisis has further accelerated this trend. We are therefore rolling out our online store in additional countries as quickly as possible and … systematically pushing ahead with the digitisation of our business model.”


The fashion label plans to add three more countries – India, Mexico and Canada – later this year.

Meanwhile, Hugo Boss says it plans to focus on the European and Asia-Pacific markets for growth, via concession stores, during coming years.

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