Frasers Group has made a bid for German designer brand Hugo Boss, in a takeover that would greatly expand the retailer’s stake in the luxury fashion market.

If successful, the deal would see Hugo Boss added to Fraser Group’s existing brands such as Sports Direct, Evans Cycles, Game, House of Fraser, and Jack Wills.
Frasers said it expects the offer to go through in the second half of 2026, subject to regulatory clearance.

The BBC reported that Hugo Boss called the offer “unsolicited,” adding it had “not been coordinated with the company”.

In a statement, Frasers said: “Hugo Boss is a key brand partner for Frasers, and one of the top five brands across the Frasers Group.

“Frasers is a long-term investor in Hugo Boss and remains supportive of both Stephan Sturm, the chair of the supervisory board, and Daniel Grieder, chief executive, in pursuit of their sustainable growth strategy while continuing to build brand equity.

“Frasers’s board of directors believes that increasing Frasers’ investment in Hugo Boss will create value for Frasers’s shareholders.”

Hugo Boss reported €4.3 billion in group sales in 2025, with almost flat growth compared to 2024, but recorded 7 per cent growth in the fourth quarter of its financial year and 2 per cent growth in EMEA.

Frasers already has a 26.06 per cent stake in Hugo Boss and has offered €38 per share. This is higher than Hugo Boss’s closing price 10 June – €36.44 per share – but news of the bid has since driven stocks up to €39.27 per share at time of writing.

German law, specifically the German Securities Acquisition and Takeover Act (WpÜG), requires any entity that owns 30 per cent of the voting rights of a German public company to make a public offer to buy out remaining shareholders.

Frasers changed its name from Sports Direct International in 2019, to better reflect its focus on the premium and luxury markets.

It has made a number of European takeovers in recent years, including the acquisition of Norwegian sporting and outdoor goods retailer XXL in 2025 and a majority stake in Italian sports retailer Maxi Sport in February 2026.

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