UBS cuts target for Hugo Boss stock to EUR 38.90 and keeps Neutral

Published on 10/27/2026 at 17:12 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Second-quarter sales fell 9.00 percent. Hugo Boss stock costs EUR 38.73 on October 27, 2026, down 0.31 percent versus the Xetra close.

Analyst target and reporting date

UBS cut its Hugo Boss target from EUR 39.20 to EUR 38.90 on October 5, 2026.
Second-quarter sales fell 9.00 percent on a currency-adjusted basis to EUR 905.00 million.
Hugo Boss stock costs EUR 38.73 at Lang & Schwarz on October 27, 2026, minus 0.31 percent versus the EUR 38.85 Xetra close.
The company is scheduled to publish its third-quarter statement on November 3, 2026.

Hugo Boss, DE000A1PHFF7, Illustration mit AI erstellt.

UBS cut its Hugo Boss target from EUR 39.20 to EUR 38.90 on October 5, 2026, while keeping its Neutral rating. The target lies 0.44 percent above the EUR 38.73 price at Lang & Schwarz on October 27, 2026 at 5:03 p.m. CET, which was minus 0.31 percent versus the Xetra close of October 26, 2026 at EUR 38.85. The analyst note was reported by MarketScreener.

Second-quarter pressure persists

Hugo Boss reported second-quarter sales of EUR 905.00 million, down 10.00 percent from the prior-year quarter, or 9.00 percent on a currency-adjusted basis. EBIT fell 28.00 percent to EUR 59.00 million, while the gross margin rose to 64.90 percent from 62.90 percent. These figures were reported by CEOWORLD Magazine on October 26, 2026.

Stock sits below its yearly high

At EUR 38.73, the stock stands EUR 2.54 below its 52-week high of EUR 41.27, a gap of 6.16 percent. Its 52-week low is EUR 33.85. The market capitalization is EUR 2.6 billion, and the price-to-earnings ratio is 12.29, based on market figures dated October 27, 2026.

What does the target imply?

The reduced UBS target keeps the valuation discussion close to the current market level. Hugo Boss is scheduled to publish its third-quarter statement on November 3, 2026, according to the company calendar and an EQS News event listing. The next report will provide a fresh test of the company strategy after the second-quarter sales decline.

Comparison with peers

Hugo Boss: minus 0.31 percent, price-to-earnings ratio 12.29, market capitalization EUR 2.6 billion.

Adidas: minus 0.94 percent on Xetra in EUR, price-to-earnings ratio 20.43, market capitalization EUR 27.7 billion.

Puma: minus 2.39 percent on Xetra in EUR, price-to-earnings ratio minus 8.26, market capitalization EUR 3.7 billion.

Price and next report

The current quotation places Hugo Boss below its 52-week high while the UBS target remains only 0.44 percent above the market price. The third-quarter reporting date on November 3, 2026 is the next scheduled company event.

Hugo Boss stock was trading at EUR 38.73 at Lang & Schwarz on October 27, 2026 at 5:03 p.m. CET, minus 0.31 percent versus the Xetra close of October 26, 2026 at EUR 38.85. The further course of trading is shown by the continuously updated real-time quote of Hugo Boss stock.