Hugo Boss appoints SapientNitro as digital lead agency

Hugo Boss, the German premium fashion brand, announced appointing SapientNitro, now part of the Publicis as its new digital lead agency. Together, both partners aim to enhance the omnichannel experience for consumers and redefine how content and commerce can be merged across channels.

Gerd von Podewils, Senior Vice President Global Communication at HUGO BOSS, said, “With SapientNitro, we have appointed a partner that represents our global approach to creating compelling brand experiences, driven by state-of-the-art technology. The ongoing digital revolution confirms our decision to transform from a vertically integrated retailer to a data- and experience-driven fashion brand, the multiple paths to purchase of today’s customer.”

Nigel Vaz, Global Chief Strategy Officer and SVP Europe at SapientNitro, said, “The appointment of SapientNitro as HUGO BOSS’ digital agency is an important moment for both partners. What was separated before – e-commerce and an exciting brand experience – will join forces in a unique and highly personalized hub page concept in the future. We will bring the brand's strong, global, physical presence far closer to the increasing number of customers who experience fashion digitally.”

At the core of the partnership, SapientNitro will run the brand’s digital platforms, including the primary website hugoboss.com.