Nov 9 (Reuters) - German fashion group Hugo Boss (BOSG_p.DE) is confident that the upturn it has experienced this year will continue into 2011, according to its chief executive.

"2010 is a good year for us. And according to the signs so far, 2011 will be a better year for us," Claus Dietrich Lars said at an event in Frankfurt on Monday evening.

Lars, dressed in one of the black suits for which the group is well known, said he was encouraged by the group's order book and was surprised at how well Europe was doing.

"We are seeing the effects of the stronger German economy, not only in our customers, but also our retailers."

The group, majority-owned by private equity company Permira [PERM.UL], earlier this month raised its 2010 outlook after beating third-quarter forecasts as the luxury market staged a faster than expected recovery.

(Reporting by Victoria Bryan)