The Hugo Boss' profits and strategy are currently frozen with COVID and the wait for ex Tommy Hilfiger /PVH CEO Daniel Grieder to take seat as Hugo Boss CEO in June 2021. Since November 2020 many seems to be stacking "low priced" stocks, after a long 3Y period of decline. February-March 2021 has been a period of acceleration for the stock price. Volumes haven't necessarily increased, it could suggest some institutional taking positions. Mike Ashley's Frasers buying up to 15% of the company is definitely one.
After the recent expansion of 2013-2016, the brand has a tremendous potential and market presence. In the second part of 2021, the executive team will unfold its 5-year strategy roadmap.