Hugo Boss launches new loyalty program in the US

Hugo Boss has launched a revamped customer loyalty program to the U.S. market.

Dubbed “Hugo Boss XP”, the program features a four-tier structure that upgrades membership status based on spending and combines traditional benefits with gamified elements such as collectible tokens.

Available through the Hugo Boss app, the program follows a 1:1 reward model, complemented by “always-on” benefits without requiring app usage. Members can collect digital tokens through purchases and brand interactions, unlocking exclusive offers, personalized experiences, and VIP rewards. The U.S. launch also introduces tokens linked to region-specific campaigns and partnerships.

“We are excited to introduce Hugo Boss XP to the United States and to take another step in our journey towards delivering exceptional experiences to our customers,” said Oliver Timm, chief sales officer and deputy chief executive officer at Hugo Boss. 

“With Hugo Boss XP, we have created a loyalty program that goes beyond traditional benefits. Our tokens provide access to exclusive products, unique brand experiences, and personalized offers through both in-store and digital interaction. Besides, we are deepening the connection with our customers through the program, inspiring them to become lifelong fans of Boss and Hugo.”

According to the brand, all current Hugo Boss Experience members in the U.S. will be automatically migrated to the new XP program, with level placement determined by their previous 12-month purchase history.