However, demand in some key markets such as China and Britain has continued to deteriorate, Chief Financial Officer Yves Mueller said in a media call.
First-quarter sales in Greater China, including Hong Kong, Macau and Taiwan, declined by a high single-digit percentage from the same period a year earlier, when they were boosted by the economy reopening from pandemic-related lockdowns.
The company still aims to grow in the region and increase its contribution to group sales, which now stands at around 8%, Mueller said.
In contrast, Hugo Boss said it gained market share in the United States, with double-digit growth.
The company's outlook for 2024 disappointed in March as it warned of slower sales growth and a profit below analyst estimates, after unfavourable currency moves and price competition dampened an improvement in margins at the end of 2023.
The German fashion house posted a 6% rise in first-quarter earnings before interest and taxes to 69 million euros ($74 million), edging the 65 million expected by analysts.
"This small (profit) beat might provide relief to the shares this morning; however we think that the sales mix and the source of the beat are not the best of quality and hence we would not chase a rally," JP. Morgan analysts wrote in a note to clients.
Hugo Boss shares rose almost 4% at the open, but had reversed course to trade down 4.8% at 48.1 euros by 0847 GMT, bringing losses so far this year to 28%.
Efficiency gains in sourcing as well as more favourable product and freight costs helped offset promotional costs and negative currency effects in the quarter, the company said.
Currency-adjusted group sales also rose 6% to 1.01 billion euros, reflecting growth in its BOSS and HUGO brands, it said.
($1 = 0.9335 euros)
