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54 Bernd Hake (74)

UK managing director, Hugo Boss

It’s only been two years since Bernd Hake took over the reins at premium brand Hugo Boss in the UK, but he has made an immediate impact, calling 2010 the brand’s most successful year to date.

Both the retail and wholesale businesses are on the up, with autumn 10 wholesale orders up 30% year on year and wholesale figures for spring 11 showing a 10% increase to date.

Hake quashed rumours that Hugo Boss would scale back its wholesale operations to focus on company-owned retail and, instead, revealed a plan to increase wholesale sales by between 5% and 8% every year up to 2014.

Furthermore, Hake laid down plans to shorten lead times at Hugo Boss, increasing its number of monthly drops in 2011 to support both its retail and wholesale partners.

Sub-brands Boss Black and Boss Orange have been consistently strong performers on Drapers’ Indicator polls this year, and Boss Orange was shortlisted for Menswear Brand of the Year at last month’s Drapers Awards.

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