HUGO BOSS is a world-leading premium fashion anchor for Tier-1 Regional Malls, High-Street corridors, and Luxury Lifestyle Centers. Under the leadership of CEO Daniel Grieder, the Group is currently executing its "CLAIM 5 TOUCHDOWN" strategy (unveiled late 2025). This mid-term plan designates 2026 as a "Year of Consolidation and Realignment," focusing on operational excellence and high free cash flow generation (€300M+ annually) following years of rapid, triple-digit growth. The 2026 model reinforces a dual-brand approach BOSS remains the "24/7 Lifestyle" flagship for Millennials, while HUGO (and the new HUGO BLUE denim line) targets Gen Z with progressive, social-media-ready retail concepts. The 2026 store prototype—dubbed the "New Splendor"—integrates "Digital Kiosks," "In-Store Bars," and "Broadcast Fitting Rooms" designed for content creation. For landlords, HUGO BOSS represents an institutional-grade "Trophy" tenant that balances legendary tailoring with high-growth casualwear, prioritizing store productivity and premium service over aggressive unit expansion.