Hugo Boss COO leaves to head Swiss outdoor brand - The Entrepreneurial Way with A.I.


Friday, May 20, 2022

Hugo Boss COO leaves to head Swiss outdoor brand


Hugo Boss Chief Operating Officer Heiko Schäfer is leaving the German apparel company later this month after being named chief executive of Swiss outdoor specialist Mammut Sports Group. 

Schäfer joined Hugo Boss in March 2020, just as the COVID-19 pandemic was beginning to rattle the world. During his tenure, he oversaw global product development and sourcing, manufacturing, logistics and sustainability.

"Heiko Schäfer had an important impact in building an effective, digitized, and more sustainable Operations backbone since joining the company,” Hugo Boss Chairman Hermann Waldemer said in a statement. “His work also helped to stabilize Hugo Boss during the COVID-19 crisis, and accelerate afterwards with full force." 

The apparel company — which in the Americas has nearly 100 of its own stores and some 1,600 brick-and-mortar points of sale for wholesale distribution — grew its sales by more than 43% last year. That was after a steep sales drop-off in 2020, when apparel was hit hard by store closures and social distancing. Sales in the first quarter 2022 were up 52% over last year and up 17% from 2019. 

Some 17% of Hugo Boss' sourcing volume comes from its own factories in Europe and Turkey, while the rest is contracted out or procured from facilities mostly in Europe and Asia. The company says it is focused on "further optimizing and flexibilizing the sourcing and production" of the brand's products to "create a strong platform for speed and growth."

The company announced a rebranding earlier this year and marketing campaigns targeting younger consumers. 

Schäfer previously served as COO and then CEO of German fashion company Tom Tailor Group. He started his career with Boston Consulting Group in 2002 before serving in a series of executive roles at Adidas focused on operations.  

Schäfer’s duties will be divvied up among other executives at Hugo Boss, with product development under CEO Daniel Grieder and Chief Financial Officer Yves Müller overseeing sourcing, manufacturing, logistics and sustainability.

As the incoming CEO of Mammut Sports, Schäfer will be tasked with accelerating profitable growth and expanding brand values, while strengthening its position in mountain sports through “continuous innovation, Swiss quality and sustainability,” the company said.


Ben Unglesbee, Khareem Sudlow