Hugo Boss stock: UBS cuts target to EUR 38.90. Hugo Boss stock sits 1.46 percent below it.

Published on 10/19/2026 at 16:35 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Sales fell 10.00 percent to EUR 905.00 million. Hugo Boss stock trades at EUR 38.34 on October 19, 2026, up 0.63 percent versus Xetra close.

Analyst view and reporting date

UBS lowered its Hugo Boss target to EUR 38.90 on October 5, 2026.
Second-quarter sales fell 10.00 percent to EUR 905.00 million.
Hugo Boss stock trades at EUR 38.34 at Lang & Schwarz on October 19, 2026 at 4:30 p.m. CEST, 0.63 percent above the Xetra close of October 16, 2026.
Hugo Boss is scheduled to publish third-quarter results on November 3, 2026.

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Hugo Boss (ISIN DE000A1PHFF7) remains below UBS's latest target after the bank cut its 12-month price objective from EUR 39.20 to EUR 38.90 on October 5, 2026. According to DER AKTIONAR, UBS kept its Neutral rating. The new target is 1.46 percent above the Lang & Schwarz price of EUR 38.34 on October 19, 2026 at 4:30 p.m. CEST, which stood 0.63 percent above the Xetra close of October 16, 2026.

Second-quarter revenue falls

Hugo Boss reported second-quarter revenue of EUR 905.00 million, down 10.00 percent from the year-earlier quarter. The operating result fell 28.00 percent to EUR 59.00 million, while gross margin rose 200 basis points to 64.90 percent. The figures place the central tension in the current stock picture: lower sales are pressuring earnings, but product mix and pricing are supporting gross profitability.

Price position and range

At Lang & Schwarz, the bid was EUR 38.32 and the ask EUR 38.36 on October 19, 2026 at 4:30 p.m. CEST. The 52-week range was EUR 33.85 to EUR 41.85 as of October 19, 2026, leaving the quote 8.39 percent below its high. Trading volume was 121,249 shares against an average of 286,900 shares on the same date.

Valuation and next results

Hugo Boss had a market capitalization of EUR 2.6 billion and a P/E ratio of 12.15 on October 19, 2026. FNE lists November 3, 2026 as the next reporting date for third-quarter results. The same source identifies Hugo Boss as a member of the SDAX and reports first-half 2026 revenue of EUR 1.81 billion, down 10.00 percent year over year, with free cash flow of EUR 137.00 million, up 92.00 percent.

Comparison with peers

Hugo Boss: plus 0.63 percent, P/E 12.15, market capitalization EUR 2.6 billion
adidas (Xetra, EUR): minus 0.22 percent, P/E 20.34, market capitalization EUR 27.7 billion
PUMA (Xetra, EUR): plus 0.87 percent, P/E minus 8.11, market capitalization EUR 3.6 billion

What comes next for the stock

The market is weighing a 1.46 percent gap to the UBS target against a weaker sales trajectory and a stronger cash profile. The next scheduled results on November 3, 2026 will provide the next dated test of that balance.

Hugo Boss was trading at EUR 38.34 at Lang & Schwarz on October 19, 2026 at 4:30 p.m. CEST, up 0.63 percent versus the Xetra close of October 16, 2026 at EUR 38.10. The further course of trading is shown by the continuously updated real-time quote of Hugo Boss stock.