Hugo Energise Eau De Toilette by Hugo Boss

Hugo Boss Brand Profile

When Hugo Boss started his apparel manufacturing facility, trendy suits and scent were not on the agenda. These days, Hugo Boss is a well recognized universal style empire with a chain of boutiques in 102 countries, more than 5000 retail outlets and an annual revenue of more than half a billion dollars. In spite of this, it was not always so good for the man whose corporation produced one of the world's most trendy men's clothing lines and now also incorporates Hugo Boss fragrance along with other men's accessories.

Hugo Boss began his clothing business during 1923 in Metzingen, where it is still based, a small municipality south of Stuttgart, Germany. However, due to the economic conditions inside Germany at the time Boss was forced into insolvency during 1930. Undeterred, Hugo formed a new firm and during 1931 became a member of the Nazi party. Through the rise of Adolf Hitler in 1933, Boss's company also began to prosper as he became the authorized provider of uniforms to the SA and SS guards.

With the defeat of Germany in 1945, Boss was accused of sympathy to the Nazi regime and was denied the permission to take part in an election in Germany and ordered to pay a fine. He passed away in 1948 nevertheless his company survived and in 1953, with the need for SS uniforms gone, the business turned its hand to manufacturing suits. The timing was ideal, as the male style industry was just establishing itself and through the 60's and 70's Boss outfits became the benchmark for quality, fashionable menswear.

In 1985 the company was floated on the stock exchange as a consequence the majority shareholder is currently the Marzotto textile group. In 1993, exactly 70 years after it was founded, Hugo Boss launched its initial cologne, consequently making a division of the corporation which has steadily developed to be an important area of business for the company.

These days there are two core clothing lines - Hugo Boss and Hugo. The Baldessarini brand, named after the chief designer Werner Baldessarini (who quit in 2002), was discontinued following the release of the spring/summer compilation of 2007. Baldessarini is now a detached business entity that focuses on a more influential image than its two sister brand names. It offers, like the other Hugo Boss labels, apparel, shoes, perfumes as well as accessories but left Hugo Boss after the Spring/Summer 2007 collection had been sent to boutiques. This is due to the newly launched premium Boss line, Boss Black Selection, outselling Baldessarini. Baldessarini fashion was recently sold for approximately 9 million euros (Aug. 2006) to Ahlers AG, a fashion brand holding company. Werner Baldessarini continues to design the collections; he will remain in charge of marketing.

Apart from suits, over the years Hugo Boss has branched out into shirts, ties, tuxedos, underwear, shoes, sunglasses including a variety of mens cologne and womens fragrances.

Today's sub-brands for men include: Boss Black/Boss Black Selection, Boss Green, Boss Orange, Hugo, and Baldessarini. For women: Boss Black, Boss Orange (announced in July 2005 for Spring/Summer 2006 launch) and Hugo. Also part of the brand are Lifestyle Accessories.

All fragrance brands (Hugo, Hugo Boss and Baldessarini) are now owned by Procter & Gamble.

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