Hugo Boss names new e-commerce director

German fashion house Hugo Boss has appointed Matthew Dean as new e-commerce director. The American executive was most recently managing director of Cyberport, and spent more than three years at Amazon as general manager of Apparel & Luggage for the EU prior to that.


Hugo Boss


Dean will report directly to Bernd Hake, chief sales officer of Hugo Boss. His predecessor, Richard Lloyd-Williams worked on integrating the brand’s IT systems, which Dean will continue to improve. Lloyd-Williams has moved to the role of director of digital transformation within the same company.

E-commerce is an important part of Hugo Boss’ business. In the second quarter, sales from the group’s own online business grew strongly by 47% and CEO Mark Langer described the performance of its online store as “particularly encouraging”.

Translated by Barbara Santamaria

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