Hugo Boss Appoints David Epstein as CEO

Hugo Boss will see David Epstein take over as Chief Executive Officer on January 1, 2027, following Daniel Grieder’s decision to step down at the end of 2026. According to Hugo Boss, Epstein joins from Frasers Group, where he has served as Chief Brand Partnerships Officer since 2024.

Grieder, who became CEO in June 2021, led Hugo Boss through the Claim 5 strategy, a wide-ranging transformation aimed at restoring brand relevance and expanding product innovation. He split the company into two brands, Hugo and Boss, targeting Gen Z and millennials, respectively, and initiated a collaboration with David Beckham in 2025. Under his tenure, the company reported €4.3 billion in group sales for fiscal 2025, surpassing the €4 billion target he had set. “Looking back, what makes me proudest is what our teams accomplished over the past years,” Grieder said. “Together, we have brought Boss and Hugo back on stage, built a 24/7 lifestyle product offering, redesigned our stores worldwide, and renewed our culture and the way we work. I am deeply grateful to everyone who made this possible.”

Image: Hugo Boss

The succession unfolds as Hugo Boss faces a challenging consumer environment. In May 2026, the company reported a 6% decline in sales, with further decreases since, attributed to the latest phase of its Claim 5 Touchdown strategy, which prioritizes brand equity and long-term profitability over short-term volume. Hugo Boss issued new guidance during its third-quarter earnings, forecasting a high-single-digit decline for fiscal 2026 amid weakened demand and ongoing uncertainty.

Epstein brings over a decade of experience from Frasers Group, where he held roles including Managing Director of the Premium and Luxury divisions. He was instrumental in developing Frasers’ Elevation Strategy, expanding brand partnerships and strengthening commercial relationships across the group’s Sport, Premium, and Luxury businesses. His appointment comes as Frasers Group, now the controlling shareholder of Hugo Boss, has increased its stake to just over 50% and made the company a subsidiary. The British retail conglomerate, led by CEO Michael Murray, has recently expanded its portfolio with acquisitions such as Harvey Nichols and stakes in Under Armour and Burberry.

The leadership change at Hugo Boss follows the departure of Oliver Timm, Chief Sales Officer and Deputy CEO, as the company continues to streamline operations and address volatility in consumer demand. The focus remains on executing the next phase of the Claim 5 Touchdown strategy, balancing investment in the brands with operational discipline. “On behalf of the supervisory board, I would like to sincerely thank Daniel for his dedication and his contribution to Hugo Boss,” said Michael Murray, now chair of Hugo Boss. “Under his leadership, the company sharpened its positioning and renewed the way the brands connect with customers around the world. We respect his decision to step down.”

According to RTTNews, Hugo Boss shares were trading at 38.39 euros on the XETRA exchange prior to the announcement. The magazine has also looked at Lanessa Elrod’s appointment as president of Bergdorf Goodman, another recent change at the top of a major luxury retailer.