Assessing the potential of the
Hugo Boss brand for Permira


Permira VC were considering the purchase of a number of businesses, including Hugo Boss. In order to build a complete picture of the investment opportunities available to them, they asked Engine to audit and advise on the brand. This was a piece of additional research alongside their other due diligence activity.


Working to very tight deadlines, Engine completed a global brand audit looking in particular at three markets with high projections for growth. This was a quantitative and qualitative piece of research that focused on understanding the potential of the brand to deliver against the proposed business strategy. It also looked for additional opportunities in organic growth, brand and product extensions and new global territories.


Engine presented back a detailed view of the current brand position, how this impacted on growth potential and the existing business plan. Our work was one of the pieces of advice in the due diligence stage, and was highly complementary to the work done by other advisers.