Menswear retailer Hugo Boss is gunning to open up to 14 new shops in the UK and Ireland by next year as it expects 2010 to be its most successful year to date.

Hugo Boss, which has seven UK stores, will open four this year and between five and 10 next year.

It will open a store at One New Change, London in October, followed by openings at the Bullring in Birmingham, Dublin airport and a Hugo Boss franchise store, run by Moss Bros in Manchester, all in November.

Hugo Boss UK managing director Bernd Hake said he aimed to increase the brand’s market share and the retail roll-out would “show the brand portfolio in the most precise way”. Hake hinted that its first standalone womenswear store “could happen in the future”.

Hake said this year would be the retailer’s most successful in the UK, citing an increase in overseas shoppers buying its products. He declined to give UK sales figures.

The retailer plans to increase its proportion of sales from its retail operation by 10% by 2014, with retail currently accounting for 30%.

The retail push is part of a global strategy to open 250 stores by 2015, with a focus on expansion in China.

Hugo Boss reported a global pre-tax profit hike of 30% to 82.4m (£68.8m) in the six months to June 30. EBITDA was up 16% to 118m (£98m).