Hugo Boss is stepping up efforts to reduce its use of airfreight as part of a broader push to improve cost efficiency and lower emissions across its supply chain.
In its 2025 annual report, the German fashion group said it had already reduced its reliance on air transport last year, describing that progress as part of its commitment to balancing operational performance with sustainable sourcing practices.
The company now wants to take that shift further.
Looking ahead, Hugo Boss said it remains focused on reducing airfreight dependence while maintaining on-time product availability. Its stated direction is clear: a seafreight-first approach.
According to the report, the group has already made meaningful progress in recent years and is targeting an additional reduction going forward.
Speaking during an investor call, chief financial and chief operating officer Yves Müller said the company’s use of airfreight currently stands at high single-digit levels, but the intention is to lower that share further.
He said airfreight should increasingly become an exception rather than a routine transport mode, adding that the shift would also support gross margin improvement.
That is a notable change in an industry where fashion brands often rely on airfreight for new launches and time-sensitive replenishment.
At the same time, Hugo Boss acknowledged that the broader shipping environment remains fragile. Longer ocean transit times from Asia and elevated maritime costs — partly linked to carriers rerouting vessels around southern Africa — have likely increased the need for airfreight in some cases.
The company said conditions in the Red Sea have shown signs of partial stabilization, but stressed that shipping patterns have not fully normalized and freight rates remain volatile.
It also warned that renewed fighting in the Middle East could once again disrupt key maritime trade routes in 2026, putting additional strain on global logistics capacity and pushing transportation costs higher.
Hugo Boss said it will continue to monitor developments closely and take appropriate action where needed.
