The company now expects a high single-digit sales decline for the full year.

BERLIN – Hugo Boss‘ painful year continued in the third quarter, with the German menswear specialist reporting another sales drop and lowering guidance for the full year.

Hugo Boss sales dipped 5 percent to 946 million euros in the three months to Sept. 30, representing a 4 percent decrease in currency adjusted terms.

“In the third quarter, our top line performance reflected both the deliberate strategic realignment of our business and a persistently subdued consumer environment,” Hugo Boss chief executive officer Daniel Grieder said in a statement, referring to a strategic “quality over quantity” reset initiated late last year. “At the same time, we made further progress in improving our gross margin and operating efficiencies.”

The biggest sales drop came in Hugo Boss’ home market — also its largest — of Europe, the Middle East and Africa, where sales fell 7 percent to 598 million euros.

“While Germany showed a comparatively more resilient performance, the U.K. and France recorded more pronounced declines amid subdued consumer demand,” the company said.

Sales in the Americas and Asia Pacific were flat in the third quarter.

In terms of product categories, sales of the brand’s mainstay, the more formal Boss collection, eased 2 percent to 813 million euros. Within that category, menswear “proved comparatively more resilient [while] womenswear continued to be affected by its ongoing repositioning,” the company said.

Menswear makes up the majority of Boss sales and Boss womenswear was only recently relaunched with the fall 2027 collection.

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