Fragrance house

Hugo Boss

After World War II, Hugo Boss shifted its business toward men’s suits. In 1969, Hugo Boss’s grandsons Jochen and Uwe Holy took over and gradually reshaped the company into an international fashion group. The BOSS brand launched in the early 1970s, was registered as a trademark in 1977, and the company was listed on the Frankfurt Stock Exchange in 1985. Marzotto acquired Hugo Boss in 1991; the fashion brands were later spun off into Valentino Fashion Group, which was sold to Permira before Permira exited in 2015. In 1993, HUGO and BALDESSARINI joined BOSS in a tri-brand strategy. Since 2017, the company has operated with BOSS and HUGO after integrating BOSS Orange and BOSS Green into BOSS. A 2022 refresh introduced simplified logos and clearer positioning, followed by a 2024 design collaboration with David Beckham and the first Beckham x BOSS collection in 2025. Fragrance licensing began in 1984. Launched in 1998, BOSS Bottled is described as a signature fragrance and one of the world’s best-selling men’s scents.