Hugo Boss AG has disclosed, via a regulatory inside information announcement dated 12 November 2026, that Chief Executive Officer Daniel Grieder will leave the German fashion group at his own request, effective 31 December 2026. The Supervisory Board has moved swiftly to name David Epstein, currently Chief Brand Partnerships Officer at Frasers Group, as his replacement, with Epstein taking the helm on 1 January 2027. The leadership change marks a significant moment for the SDAX-listed luxury and premium apparel company, which operates the BOSS and HUGO brands globally from its campus in Metzingen, Germany. Investors will be watching how the incoming CEO shapes strategy following the CLAIM 5 transformation period.

Key Points

  • Hugo Boss AG (ISIN: DE000A1PHFF7, ticker reference 0Q8F), listed on Frankfurt's Regulated Market Prime Standard and included in the SDAX index
  • Daniel Grieder stepping down as CEO effective 31 December 2026 at his own request; David Epstein appointed CEO from 1 January 2027
  • Grieder joined in June 2021 and led the CLAIM 5 strategy, overseeing the relaunch of both the BOSS and HUGO brands and expansion of the company's omnichannel platform
  • Investors should watch how Epstein's background in brand partnerships at Frasers Group influences Hugo Boss's next strategic chapter

Daniel Grieder's Tenure and the CLAIM 5 Brand Transformation at Hugo Boss

Daniel Grieder joined Hugo Boss in June 2021 and led the business through its CLAIM 5 strategic programme, which centred on relaunching both the BOSS and HUGO labels with distinct brand identities and a contemporary visual language. The company states that global campaigns under his leadership targeted a younger, broader consumer audience. Alongside brand repositioning, Grieder oversaw the elevation of Hugo Boss's distribution and partner network, the development of an omnichannel platform integrating physical stores with its digital business, and the modernisation and expansion of its headquarters campus in Metzingen, Germany.

Digital Campus in Porto Integrated Under Grieder's Leadership

One operationally significant development during Grieder's tenure, cited in the announcement, was the integration of a Digital Campus in Porto, designed to bring digital expertise closer to teams operating across the group's global footprint. This move reflects a broader industry trend among premium fashion brands to consolidate digital and technology capabilities alongside traditional design and retail functions. The announcement does not disclose the investment value associated with the Porto campus or the Metzingen expansion, and the company did not disclose these figures in the announcement.

David Epstein's Background at Frasers Group and His New Role at Hugo Boss

David Epstein brings more than ten years of experience at Frasers Group, the British retail conglomerate. Since 2024 he has served as Frasers Group's Chief Brand Partnerships Officer, overseeing partnerships across its Sport, Premium, and Luxury divisions. Prior to that role, he spent five years as Managing Director of the Premium and Luxury divisions, contributing to Frasers Group's Elevation Strategy and commercial brand relationships. The announcement does not detail Epstein's specific strategic priorities or targets for Hugo Boss following his appointment effective 1 January 2027.

Hugo Boss Supervisory Board Acts on Inside Information Disclosure Rules

The announcement was filed as inside information under Article 17 of EU Market Abuse Regulation (MAR), reflecting the materiality of a CEO succession to investors. Hugo Boss AG is headquartered at Holy-Allee 3, Metzingen, Germany, and its shares are admitted to trading on Frankfurt's Prime Standard, Stuttgart, and several regulated unofficial markets including Tradegate. The company operates under LEI code 529900LFVU534EBRXD13. Investors monitoring the SDAX-listed group will be assessing how the leadership transition affects continuity of the brand strategy built under Grieder.