Daniel Grieder is the chief executive of Hugo Boss , who, in his first year since taking over the brand, revamped its branding, products and digital presence. He’s targeting doubling the German company's sales to €4 billion ($4.74 billion) by 2025.
Grieder founded Max Trade Service (later renamed Madison Clothing) in 1985. The company manufactured and sold leatherwear to department stores throughout Switzerland, as well as distributing brands including Pepe Jeans, Tommy Hilfiger , Stone Island and C.P. Company in Central and Eastern Europe. Grieder established the Tommy Hilfiger brand in the European market from 1997.
He joined Hilfiger as vice president of commercial operations in 2005 before going on to roles at the brand including chief operating officer and president of Tommy Hilfiger Europe, global chief executive officer of Tommy Hilfiger, and CEO of PVH (the brand's parent company) for Europe.
In 2021, Grieder joined the Hugo Boss team. Grieder repositioned and more clearly split the brand's two main lines, dropping "Hugo" from higher-end Boss's branding while removing the "Boss" from accessible imprint "Hugo." The company is now targeting Millennial clients with Boss, while Hugo is aimed at Gen-Z, in part driven by a Tiktok strategy featuring Khaby Lame .
Already, the German brand’s campaigns have featured big names like American rapper Future, Korean actor Lee Min Ho and British boxer Anthony Joshua on the menswear side and Joan Smalls , Hailey Bieber and Kendall Jenner to front womenswear.