Hugo Boss CEO Transition: Grieder Exits as Epstein Takes Over

Hugo Boss is set for a change at the top. Chief executive Daniel Grieder will step down on 31 December 2026 at his own request, and the supervisory board has appointed David Epstein as his successor from 1 January 2027. The move marks the culmination of a swift ownership transition at the German fashion house.

A Frasers veteran takes the reins

Epstein brings more than a decade of experience at Frasers Group to the role. Since 2024 he has served as chief brand partnerships officer, overseeing brand relationships across the group’s Sport, Premium and Luxury businesses. Before that, he ran the Premium and Luxury divisions as managing director for five years and played a key role in driving the company’s Elevation Strategy.

Michael Murray, chairman of the Hugo Boss supervisory board and chief executive of Frasers, welcomed the appointment, pointing to Epstein’s track record in brand building and his deep knowledge of premium and luxury retail.

Grieder’s legacy: a rebrand and a digital push

Grieder, who has led Hugo Boss since 2021, said the timing was right to hand over to the next generation of leadership. During his tenure he relaunched the Boss and Hugo brands with fresh identities and campaigns aimed at a younger audience, and built an omnichannel platform designed to bring the physical and digital shopping experience closer together.

Frasers secures control

The leadership handover follows a rapid series of events. In June, Frasers made an offer of €38 per share, which was rejected by Hugo Boss’s management and supervisory boards. Nevertheless, the move increased the British group’s stake to 47.89%. Murray became chairman in September, chief financial officer Yves Müller departed, and by October Frasers had crossed the 50% threshold. This week, deputy CEO Oliver Timm also announced his exit.

Reassurance for staff in Metzingen

Sinan Piskin, deputy chairman of the supervisory board and employee representative, noted Murray’s commitment to the Metzingen headquarters. That is a notable reassurance for staff as the company adjusts to life under its new owner.

Challenges ahead

Epstein inherits a business under pressure. Hugo Boss recently cut its outlook for 2026, now expecting a high single-digit decline in currency-adjusted sales and earnings before interest and taxes (EBIT) of between €250 million and €300 million. The new chief executive will need to steady the ship while building on the brand work of recent years.

With the transition complete, all eyes will be on how Epstein applies his Frasers experience to the challenges facing Hugo Boss in a tough consumer environment.