Leading Fashion House, Hugo Boss, Expands Into New Markets with Global-e

“Partnering with Global-e has enabled us to rapidly rollout our online store and expand into new markets, increasing our global customer base and growing our international sales. We are thrilled that we can now offer many more shoppers worldwide a best-in-class shopping experience on our webstore.”

Matthew Dean,

VP Digital

Since integration, Hugo Boss has seen conversion rates continuously rise in international markets operated by Global-e:

Doubled conversion rates in Australia and Poland within 5 months
Commercial success in 30 additional markets
Conversion rate in Norway grew to exceed that of major European markets

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The Challenge

Upper premium company Hugo Boss is well-known internationally, selling their products in stand-alone stores and department stores across the world. Their online D2C presence was however less far-reaching, with their webstores catering only to 15 international markets. For other international markets Hugo Boss operated catalogue sites that were successful in bringing traffic, however as the websites were non-transactional the brand was unable to convert these visits into sales.

The innovative fashion house was looking to expand their international online D2C sales and provide shoppers in more countries with an optimal shopping experience. The company was in search of an advanced and costeffective solution that was simple to manage and would allow them to expand online into new markets and grow their ecommerce profitability by turning their catalogue websites into webstores to transact with more customers across the world.

In keeping with their mission to maximise customer satisfaction, providing an optimal shopping experience for their international customers was crucial. Hugo Boss’s ecommerce offering needed to be localised and customised depending on the shopper’s location, to offer a seamless experience. This required a cutting-edge solution that would integrate with the company’s multiple existing front and backend systems and minimise the administration and risk that comes with selling internationally. It was also important for Hugo Boss that they would have full control of their offering per market and the flexibility to make updates quickly and easily in response to customer demand, market changes and business needs, ensuring continual improvement of the shopping experience and alignment of their offering with their brand strategy for each market.

The fashion house was looking for a proven cross-border solution with vast experience in supporting fashion and luxury brands, that would be able to support their needs through advanced capabilities and thorough sector and market knowledge.

The Solution

In order to expand their international D2C sales capabilities, Hugo Boss chose to partner with Global-e and implement its cross-border ecommerce solution that has a proven track record of successfully increasing the international footprints of hundreds of leading brands.

Global-e managed the integration process, incorporating customised cross-border technology with Hugo Boss’s current ecommerce operations. This allowed the company to expand its current webstore into 30 new markets where they previously operated non-transactional websites.

The company now provides customers in these additional markets a seamless, fully localised shopping experience, including:

Customisable marketing banner – For presenting key market messages such as free shipping above a certain threshold, easy returns and the guarantee of no extra fees upon delivery.
Local pricing in accordance with the company’s business strategy – Pricing is set per market and is rounded according to local market convention and best practices. 100+ currencies are supported, allowing shoppers to browse and pay in their local currency.
Localised checkout – Seamless one-step checkout page supported in 30+ languages.
Guaranteed landed cost – Presenting customers with prices inclusive of taxes and duties, informing them that no additional costs will be added to their purchase or providing a final tax and duty calculation with options for prepayment at checkout – according to market best practice.
A wide variety of local and alternative payment options – 150+ methods are supported including the most commonly used methods in each market.
Competitive shipping offering – Multiple shipping options at competitive rates including free express shipping over specified thresholds.
Transparent and easy returns process – Free or prepaid returns at a fixed low price.

In addition to this, Hugo Boss benefits from Global-e’s ongoing support and expertise through a dedicated Success Manager who enables the brand to constantly optimise their international ecommerce offering.

“The fantastic results we have seen in markets that we previously were unable to sell to from our website is really encouraging. The knowledge and analysis the Global-e team is providing us with, and their continued support are invaluable and make them a true partner. Their advanced technology, capabilities and ‘can-do’ attitude allows us to continually enhance our online offering and our international ecommerce presence and results.”

Matthew Dean,

VP Digital

The Results

Since integration, Hugo Boss has seen conversion rates continuously increase in the international markets that are operated by Global-e.

Through working closely with their dedicated Global-e Success Manager, Hugo Boss benefits from best practice recommendations based on big-data analysis per market and per vertical. The company also receives detailed performance analysis that enables them to constantly optimise their ecommerce performance, adjusting their offering per market in order to maintain a best-in-class shopping experience. With the support and expertise of the Global-e team, Hugo Boss is also now able to test new propositions and promotions to enhance ecommerce ROI, helping them to achieve ambitious sales targets.

Within five months of launching their ecommerce activity with Global-e, Hugo Boss doubled their conversion rates in Australia and Poland, while in Norway the conversion rate now exceeds that of their major European markets. 100% of Hugo Boss online shoppers in Australia and Singapore, 99% in Poland and 98% in Norway browse and pay in their local currency. 55% of Hugo Boss’s online shoppers in Poland choose to pay using local alternative payment methods Przelewy24 and Dotpay, while in Norway over 30% of Hugo Boss shoppers choose to pay with alternative methods including Klarna’s pay later and slice it, PayPal and Apple Pay. In Portugal 52% choose to pay with alternative methods including local payment option Multibanco as well as PayPal and Apple Pay. Being able to display pricing in local currencies and to offer shoppers localised payment methods gives international shoppers confidence to complete their purchases and encourages customers to return.

Since implementing Global-e’s cross-border ecommerce solution, Hugo Boss has been able to tailor their offering per market, allowing them to integrate costs such as shipping, taxes and duties into the product price in accordance with the best-practices for each market. In Japan for example, where the thresholds for import duties and taxes are relatively low, Hugo Boss offers product pricing that is fully inclusive of taxes and duties, so shoppers can browse and shop with the knowledge that no additional fees will be incurred upon delivery.

Following the commercial success in the additional 30 markets that Hugo Boss is now selling to, the brand will be further extending its D2C ecommerce presence using Global-e’s end-to-end solution.

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