UBS cut target for Hugo Boss stock to EUR 38.90
Published on 10/09/2026 at 13:28 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWSKey points in brief
- UBS cut its Hugo Boss price target from EUR 39.20 to EUR 38.90 on October 5, 2026 and kept a Neutral rating.
- Second-quarter sales fell 9.00 percent to EUR 905.0 million, while gross margin rose to 64.90 percent.
- The Lang & Schwarz quote was EUR 38.02 on October 9, 2026, up 0.05 percent versus EUR 38.00.
- Hugo Boss remains listed on Xetra and is included in the SDAX.
UBS cut its Hugo Boss price target from EUR 39.20 to EUR 38.90 on October 5, 2026, while keeping a Neutral rating. As FinanzNachrichten reported, analyst Zuzanna Pusz cited increasing headwinds for the turnaround and more realistic expectations for European luxury goods companies.
Three dates shaped the stock
On September 28, 2026, Hugo Boss appointed Ivica Maric as CFO and COO from October 1 after Yves Müller stepped down; FinanzNachrichten also reported that Frasers held 48.00 percent. On October 2, 2026, CEO Daniel Grieder said Frasers had invested EUR 1.5 billion and was seeking more than 50.00 percent, according to FinanzNachrichten. On October 5, 2026, UBS then lowered its target to EUR 38.90.
What does the latest quarter mean?
Hugo Boss reported second-quarter 2026 sales of EUR 905.0 million, down 9.00 percent year over year, while gross margin increased by 2.00 percentage points to 64.90 percent. The figures point to a sharper trade-off between volume and profitability: the company accepted lower sales while improving the value captured on each sale. These figures were reported in the Yahoo Finance earnings transcript.
Next reporting date
Hugo Boss lists November 3, 2026 as its next investor event on the company investor-relations page. Its longer-term strategy targets an EBIT margin of 12.00 percent and average annual free cash flow of EUR 300.0 million excluding IFRS 16, according to Hugo Boss.
Stock holds near EUR 38
Hugo Boss stock was trading at EUR 38.02 at Lang & Schwarz on October 9, 2026 at 1:21 p.m. CEST, up 0.05 percent versus the prior close of EUR 38.00. The 52-week range was EUR 33.85 to EUR 42.31, while market capitalization stood at EUR 2.6 billion as of October 9, 2026. The further course of trading is shown by the continuously updated real-time quote of Hugo Boss stock.
Hugo Boss stock facts
- Company: Hugo Boss AG
- ISIN: DE000A1PHFF7
- WKN: A1PHFF
- Ticker: BOSS
- Primary exchange: Xetra
- Price Lang & Schwarz (as of October 9, 2026, 1:21 p.m. CEST): EUR 38.02
- Change versus prior close: plus 0.05 percent
- Prior close Lang & Schwarz (October 8, 2026): EUR 38.00
- Market capitalization: EUR 2.6 billion (as of October 9, 2026)
- 52-week range: EUR 33.85-EUR 42.31 (as of October 9, 2026)
- Sector / Industry: Consumer Cyclical / Apparel - Manufacturers
- Index membership: SDAX
- Next earnings date: November 3, 2026
Market context: Market report DAX.
