Apparel Brand Hugo Boss Accelerates Into China Market

Hugo Hugo (Boss) is planning to borrow some of the low-cost brands to shorten the time of its product line to shop.

The German fashion brand plans to increase the number of its stores from 450 this year to 700 by 2015, thus accelerating the pformation of retail sales with higher profit margins in areas such as China.

Hugo Bosse reduced the delivery cycle for some of its products next year from 50 weeks to 38 weeks.

Claus, chief executive of the company, said in an interview: "shortening the time from product development to production to final delivery to customers is critical to our future success" in the Claus-Dietrich Lahrs.

Lars said the plan will be fully applied to summer sales in 2012.

Lars said frankly, H&M and Inditex's Zara and other fast changing fashion retailers have shorter delivery cycles.

He said Hugo BOS will maintain its position as a high-end brand, but its products that follow fashion trends also need the speed and response of the companies mentioned above.

Fashion clothing accounts for about 1/3 of Hugo's sales.

Lars said shortening the delivery cycle plan would also help reduce the complexity of Hugo Bosch, presenting a more focused brand.

"Unnecessary efforts will be reduced as much as possible because our market intelligence will increase."

Hugo BOS is a German listed company whose main shareholder is Permira, a private equity fund.

The brand is striving to achieve the following goal: by 2015, sales will rise to 2 billion 500 million euros from 1 billion 600 million euros (2 billion US dollars) last year.

It plans to increase the sales volume of its retail outlets from about 1/3 to 50%.

Nearly half of the new stores are expected to be located in China.

The company set up a joint venture in China in July and will become one of its three main markets by 2015.