Hugo Boss's Asian side of the market is concentrated in five main countries, China, Hong Kong, Singapore, Taiwan and Korea, which account for 88% of the turnover. This is likely to increase markedly in the future and, by the end of this year, a further 25 new shops are to open. The company has particularly ambitious plans for China, which is seen as the new country of unlimited opportunities. The ... [Show full abstract] first store was opened in Shanghai in 1994, there are four now, and this will soon be increased to eight. There are currently 56 shops there in 20 towns, but this is likely to reach the 100 mark in five years. This has involved building up the sales and marketing department in Hong Kong to cater for the Chinese market, and this is currently staffed by 30 people.