In 1993, 70 years after its founding, Hugo Boss launched its first fragrance and created a division that has since become an important part of the company. Fragrances for women include Boss femme, Boss Intense and Boss Women perfumes. The aromas of men include the classic Boss Bottles colony, as well as Boss Soul, Boss in Motion, Boss In Motion Limited Edition and Boss Selection. Another fragrance, simply called Hugo, is aimed at a younger demographic and features a men's colony and a women's perfume. Other offerings in the fragrance segment include Hugo Boss' Del Mar Baldessarini colony, Hugo Dark Blue colony and Hugo Deep Red perfume.
Today, Boss's image is represented by four distinctly positioned, independent lines that address various needs. Men's clothing collections focus on Boss Black in stylish business wear, with Boss Orange providing updated casual clothing and the Boss Green collection offering high-performance sportswear. The company's clothing, shoes, fragrances and accessories are available worldwide in 103 countries and more than 5,000 retail stores.