The head of the fashion group Hugo Boss, Daniel Grieder, wants to bring production back to Europe from Asia. “Our strategy is: what is sold in America should be produced in America. What is sold in Europe should be produced in Europe. Shipping goods from one continent to another is no longer appropriate,” he told WELT AM SONNTAG. The reason for this is “geopolitical tensions.”
“We want to reduce dependencies in procurement and production – even if it would be cheaper to only produce in Asia,” said the manager. However, there should be no new factories in addition to the existing production in Turkey, Italy and Germany. “The expansion of production in Europe and America will be carried out primarily through suppliers,” said Grieder.
Hugo Boss is open to acquiring another brand, said the manager: “It can be anything that is within our financial reach: fashion, shoes, accessories.” He is also considering establishing new labels himself – for example together with celebrities. “New brands could also emerge internally from collaborations. In the future, we will be working with David Beckham. Why shouldn’t a partnership like this become a separate brand?”