Hugo Boss AG (BOSS) fair value: what the stock is really worth
We calculate from audited financials what Hugo Boss AG is really worth. The fair value tells you whether the price is too high or too low, the quality score (0 to 100) how solid the business behind it is. 26 models, 37 quality factors, updated daily, free.
Compare price with fair valuebelow fair value = cheap, above = expensive
Check the quality50 and up solid, 75 and up strong
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Consumer Cyclical · DE · Market cap €2.7B · ISIN DE000A1PHFF7
At a glance
HBHugo Boss AGBOSS · XETRA
Price€38.46
Fair Value€79.53
Upside+106.8%
Quality66/100
A solid business, trading 52% below our fair value of €79.53.
As of Sep 10, 2026, the fair value of Hugo Boss AG is €79.53 per share against a price of €38.46, so the fair value sits 107% above the price. A model estimate from reported figures, not an analyst target.
!Mixed Growth (revenue 5y +17.0 %/yr)
!Thin margins · 5.5% net margin
✓Low debt · generates free cash flow
·0.10% dividend yield
!Mixed vs. peers (7/15)
!Moderate moat 48/100
!Weak on dividend: 2 out of 100
Evidence: HighRange €59.64 to €99.41
Fair value as of: Sep 10, 2026
From 26 valuation models · updated today
Share price +1.6% over the past month.
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69 individual criteria per stock, every one traceable See the method →
What matters now
The price is below even our cautious bear case (€59.64). The market is more pessimistic than our downside scenario.
Solid quality (66/100) at a price below fair value, the discount is the argument here, not the business quality.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 10, 2026.
How to read this chart
60‑month range €30.80 – €70.67 · fair‑value band €59.64 – €99.41 · the €38.46 price screens below the €79.53 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Sep 10, 2026.
Hugo Boss AG (BOSS) currently trades at €38.46, while our model-based Fair Value estimate is €79.53, implying the stock looks roughly 51.6% undervalued today. The Quality Score stands at 66/100 (solid quality), in the Consumer Cyclical sector. Bull case: the DCF Models group reads highest at a median of €95.88 per share, and 20 of the 26 models we run sit above the €38.46 price. Bear case: the Asset-Based group reads lowest at €14.93, and 6 of the 26 models stay below the price. Evidence for this calculation is high.
Over the trailing twelve months, Hugo Boss AG generated revenue of €4.2B at a net margin of 5.5%. Revenue declined 9.4% year over year. It earns a return on equity of 15.7%. Net debt stands at €839M. Fundamentals as of Sep 10, 2026
Scenario range: €59.64 (bear) to €99.41 (bull), the price of €38.46 sits below it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target. The share trades about 13% below its 52-week high and 14% above its 52-week low, currently above its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at −17% fair-value upside, at 107%, BOSS screens cheaper than that median.
Fair Value models
Based on fiscal year 2025 figures (about 8 months old). Earnings retained since then (€2.29 per share) are deliberately not added.
Each model values the company its own way; the fair value above is the evidence-weighted blend. Evidence (0 to 100) shows how complete a model's inputs are. How we calculate →
ModelBear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target.Evidence
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Key figures & financial health
P/E ratio11.5
P/S ratio0.67P/E × margin
EPS (TTM)€3.34price ÷ EPS = P/E 11.5
Dividend yield0.1%payout 1.2%
Net margin5.8%FY2025
Return on equity15.7%TTM
More key figures
Profitability
Return on assets (EBIT)10.6%avg 5y
Operating margin4.0%TTM
Growth
Revenue (TTM)€4.2BTTM
Revenue growth (YoY)−9.4%3y avg +5.4%
EPS growth (YoY)−52.9%
Balance sheet & cash flow
Free cash flow€507MFY2025
Net debt€839MFY2025 · ≈ 1.7 yrs of FCF
Figures from reported company fundamentals · as of Sep 10, 2026. TTM = trailing twelve months.
Quality Score breakdown
Overall quality66/100
Of which business quality 67
· Market factors (momentum, volatility) 52
Profitability66
Margins and returns on capital today
Quality Growth47
Are margins and returns improving?
Cashflow72
Earnings quality: real cash, not paper profit
Fin. Strength67
Balance sheet, leverage, solvency risk
Investment69
Disciplined investing over empire-building
Low Volatility89
Calm price path (market factor)
Momentum38
Price trend over the last 3–12 months (market factor)
52W Momentum35
Distance to the 52-week high (market factor)
Net Issuance82
Buybacks instead of dilution
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
All values are scores from 0 to 100 (100 = best against fixed, research-based bands), not percentages. The three market factors (momentum, 52-week proximity, low volatility) are displayed but carry zero weight in the headline number: market sentiment is not a business property.
About the company
Hugo Boss AG, together with its subsidiaries, provides apparel, shoes, and accessories for men and women worldwide. It offers licensed products, such as fragrances, eyewear, and watches. The company also provides sportswear for tennis and padel, gym and running, ski, golf, equestrian, and swimming.
Full company description
Hugo Boss AG, together with its subsidiaries, provides apparel, shoes, and accessories for men and women worldwide. It offers licensed products, such as fragrances, eyewear, and watches. The company also provides sportswear for tennis and padel, gym and running, ski, golf, equestrian, and swimming. It markets and sells its products under the BOSS and HUGO brand names through freestanding stores, shop-in-shops, factory outlets, multi-brand stores, and franchise business, as well as online retailers, distribution, and stores. The company was founded in 1924 and is based in Metzingen, Germany.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Hugo Boss AG reported revenue of €4.3B in FY2025 versus €2.8B in FY2021, a compound +11.3%/yr. Reported net income was €249M in FY2025, compounding +16.1%/yr from FY2021.
Growth Quality 89/100
Revenue is growing, but margins or cash flow do not fully confirm the trend.
Latest Revenue (FY 2025)
€4.3B
Latest YoY
−0.9%
Avg. revenue growth/yr (3Y) ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump.
+5.4%
Avg. revenue growth/yr (5Y) ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump.
+17.0%
Avg. revenue growth/yr (18Y) ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump.
+5.3%
Value creation/yr (5Y) ⓘEarnings growth per share (CAGR 5 years) plus dividend yield: value created per share and year.
+7.9%
Earnings growth per share plus dividend yield: the value created per share and year.
Earnings growth per share+7.8%
Dividend yield0.1%
Trend ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.5Y 7.8% vs 10Y −2.4%, picking up
Operating margin (EBIT) ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.−12.1% (2020) → 9.8% (2025) · rising
Worst earnings drop193% (2020) (loss year, drop beyond 100%) · in EUR
Revenue+11.3%/yr
FY21€2.8B
FY22€3.7B
FY23€4.2B
FY24€4.3B
FY25€4.3B
Net income+16.1%/yr
FY21€137M
FY22€209M
FY23€258M
FY24€213M
FY25€249M
Character of growth · EPS growth decomposed (2014-2025)−1.8 % p.a.
Revenue per share+5.2 %
of which total revenue +5.2 % · buybacks/dilution +0.0 %
EBIT margin−5.1 %
Tax rate−0.3 %
Residual (interest, one-offs)−1.3 %
Annual growth per factor. These are factors, not summands: multiplied they give the EPS growth rate, added they do not quite. Start and end points are 3-year averages (details on hover).
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
How this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.
Valuation
Quality Score66 · Top 25%
Fair Value upside+105% · Top 25%
Profitability
Return on equity (TTM)16% · Top 25%
Return on assets7% · Top 25%
Net margin (TTM)6% · Above median
Operating margin (TTM)4% · Below median
Growth and dividend
Revenue growth−9% · Bottom 25%
Dividend yield (TTM)0.1% · Bottom 25%
Balance sheet
Debt / equity0.13× · Above median
Valuation Multiples vs Apparel Manufacturing median · lower = cheaper
P/E (TTM)11.5× · Cheaper than median
P/B1.98× · Pricier than median
P/S (TTM)0.73× · Pricier than median
P/FCF6.0× · Priciest 25%
EV/EBITDA5.7× · Cheaper than median
PEG4.92× · Priciest 25%
What the price implies (reverse DCF)
The inverse question: what free-cash-flow growth must Hugo Boss AG deliver for ten years so that today's price is fair in our DCF model? Same formula, same discount rate as the fair value.
Implied FCF growth, 10 years-13.3 % per year
Achieved revenue growth, 5 years+17.0 % p.a.
Sector median revenue growth+2.7 %
FCF yield on price19.12 %
Discount rate (WACC) in the models8.7 %
The price demands less growth than the company recently delivered: even a weaker business would justify the price. Ranking of the largest stocks →
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
This stockSector peers
VALUE100· sector 30
FUTURE0· sector 4
PAST63· sector 20
HEALTH93· sector 98
DIVIDEND2· sector 55
Insider activity: 40/100
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
None of the checked exposures detected
Similar stocks
10 more Apparel Manufacturing stocks, each showing price versus our Fair Value estimate (as of Sep 10, 2026).
As of Sep 10, 2026, our model estimates a fair value of €79.53 versus a price of €38.46, about +107% upside (undervalued).
What is the fair value of BOSS?
Our model-based fair value for Hugo Boss AG is €79.53 (as of Sep 10, 2026), built from audited fundamentals. The current price: €38.46.
What is the quality score of BOSS?
Hugo Boss AG has a Quality Score of 66/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Hugo Boss AG (BOSS)?
Our model-based price target is the fair value of €79.53 (as of Sep 10, 2026) from 26 valuation models. Cautious scenario €59.64, optimistic scenario €99.41. It is a calculation from audited fundamentals, not an analyst target.
What is the Hugo Boss AG stock forecast for 2026?
Our models put fair value at €79.53, about +107% upside versus a price of €38.46 (undervalued). Cautious scenario €59.64, optimistic scenario €99.41. The calculation is refreshed regularly with new filings.
What is the revenue of Hugo Boss AG (BOSS)?
Hugo Boss AG reported trailing-twelve-month revenue of about €4.2B (latest available figure, as of Sep 10, 2026).
What is the net profit margin of BOSS?
The net profit margin of Hugo Boss AG is about 5.5%, meaning it keeps roughly 5.5% of revenue as net income. Based on the latest reported figures.
Does Hugo Boss AG pay a dividend?
Hugo Boss AG currently shows a dividend yield of about 0.10% relative to its recent price (as of Sep 10, 2026).
What growth is priced into Hugo Boss AG (BOSS)?
For today's price to be fair in a discounted-cash-flow model, Hugo Boss AG would have to grow free cash flow by -13.3 % per year for ten years (discount rate 8.7 %, then 2 % perpetual growth). Over the last 5 years revenue grew +17.0 % per year. As of Sep 10, 2026.
What discount rate (WACC) does the fair value of BOSS use?
Our models discount Hugo Boss AG at 8.7 %: a base by market capitalisation (mid), damped by beta 0.66, country premium for Germany. The same rate applies in all 26 models.
What is the intrinsic value of Hugo Boss AG (BOSS)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Hugo Boss AG it is €79.53 per share (as of Sep 10, 2026), against a price of €38.46. It is the blended result of 26 valuation models (cash flow, earnings, asset, dividend).
Is Hugo Boss AG stock overvalued or undervalued in 2026?
As of Sep 10, 2026, BOSS trades below its calculated fair value: price €38.46, fair value €79.53, a gap of about +107% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of BOSS?
No. The price is what the market pays today (€38.46); the fair value is what the company's own numbers justify (€79.53). For Hugo Boss AG the two are €41.07 per share apart. That gap is exactly why we show both numbers side by side.
How much is Hugo Boss AG worth?
The market values Hugo Boss AG at about €2.7B (market capitalisation, as of Sep 10, 2026). Per share that is €38.46; our models calculate a fair value of €79.53 per share.
What do the bullish and bearish scenarios say about BOSS?
Our models span a range for Hugo Boss AG: cautious scenario €59.64, base €79.53, optimistic €99.41 per share (as of Sep 10, 2026, price €38.46). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of BOSS?
Hugo Boss AG trades at a price-to-earnings ratio of 11.5 (as of Sep 10, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of €79.53 is built from several models across several years. Other multiples: PEG 4.9, P/B 2.0, P/S 0.7, EV/EBITDA 5.7.
What is the PEG ratio of BOSS?
The PEG ratio of Hugo Boss AG is 4.92 (P/E divided by earnings growth, as of Sep 10, 2026). That is above 1, so the growth is already paid for in the price.
How solid is the balance sheet of Hugo Boss AG (BOSS)?
Balance-sheet figures for Hugo Boss AG (as of Sep 10, 2026): return on equity 15.7%, debt of 0.13 per unit of equity. They feed the Quality Score of 66/100, which measures business quality independently of the share price.
How far is BOSS from its 52-week high?
Hugo Boss AG trades at €38.46, about 13% below its 52-week high of €44.03 and 14% above the low of €33.81 (as of Sep 10, 2026). Distance from the high says nothing about value: that is what the fair value of €79.53 is for.
Which stocks are comparable to Hugo Boss AG?
From the same area (Consumer Cyclical) we also value H & M Hennes & Mauritz AB, Ralph Lauren Corporation, Moncler S.p.A, Gildan Activewear Inc, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Hugo Boss AG stock attractive at the current price?
The data as of Sep 10, 2026: price €38.46, calculated fair value €79.53 (+107%), Quality Score 66/100, from 26 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of BOSS calculated?
We run Hugo Boss AG through 26 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of €79.53, with the spread shown as a cautious and an optimistic scenario.
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