Bogner (company)

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Bogner Sport GmbH & Co. Verwaltungs KG

logo
legal form GmbH & Co. KG
founding 1932
Seat Munich , Germany
management
Number of employees 788
sales EUR 160.19 million
Branch Textile trade
Website www.bogner.com
As of October 31, 2018

Willy Bogner is a fashion company founded in Munich in 1932 , which operates worldwide in the upper price segment in the areas of ready- to- wear clothing , sportswear, sports equipment, accessories , fragrances and leather goods, primarily under the brand name BOGNER, as well as in the film business .

Company history

The Bogner fashion company was founded in Munich in 1932 by top winter sportsman Willy Bogner senior (1909–1977) as an “import shop for skis, accessories and knitwear from Norway ”. As early as 1936, Bogner had expanded the company's activities to such an extent that he was able to outfit the German team at the Olympic Winter Games in Garmisch-Partenkirchen and helpers of the Hitler Youth (HJ) in the Olympic Village with his own Bogner fashion during the Summer Games in Berlin. In 1937 he married Maria Lux, the daughter of a Cologne publisher, who started the business and from then on was responsible for designing the fashion collections. In this year the company already made 470,000 Reichsmarks (equivalent to around 2 million euros today). In 1944 the company was bombed out and most of the factories and fabrics were destroyed. After the war, the company initially found a temporary production facility in Oberaudorf am Inn from 1947, before moving to a converted sauerkraut factory in Berg am Laim in 1950 . The company headquarters are still located there today . The first fashion show was organized by the Bogner company in 1948 in Munich's Hofbräuhaus . In 1952 sales were again at DM 4 million (around EUR 10 million).

In the following years, the company made a name for itself with sporty winter clothing in the upper price segment. In particular, wedge pants made of modern materials (from 1948) and a zipper puller in the form of the letter 'B' (from 1955) became the company's trademarks . The sale took place through wholesalers and branches. However, to this day Bogner also has its own stores .

In 1962 the son of the company founder, Willy Bogner junior (* 1942) , founded the company Bogner Film as an alpine skier, two-time Olympic participant in the 1960s and a trained clothing technician . Among other things, he worked on four James Bond films. Maria Bogner received the Munich Fashion Prize in 1970. The German company has also been represented in the US market since 1973 , and has also had a subsidiary in Switzerland since 1975 . During that time, Bogner exceeded the sales threshold of DM 100 million for the first time (according to today's value approx. EUR 152 million).

After his father's death in 1977, his son Willy Bogner junior, who had been with the company since 1972, took over management of the company. Whose Brazilian wife Sônia Ribeiro (1950-2017), half-sister of actress Florinda Bolkan , whom he married in 1972, acted first as a model for the Bogner campaigns and increased in 1980 with the design of the Bogner Woman collection also actively involved in the business operations of the company a.

From 1974 to 1976 Bogner started its own cross-country, tennis and golf collections. At that time, ski overalls dominated the Bogner winter sports range . Maria Bogner retired in 1983 from the management, which was taken over by Willy and Sônia Bogner. For fragrances (the men's perfume Bogner Man was launched in 1984 ) and glasses , Bogner issued licenses to other manufacturers for the first time in the early 1980s. As of 1999, Cosmopolitan Cosmetics temporarily owned the license rights for Bogner perfumes, which had previously been granted to Lancaster .

Equipment of the German team for the Olympic Summer Games 2012 in London

In 1989 the youthful Fire & Ice fashion collection was added to the portfolio, which was named after the action film Fire and Ice , shot by Willy Bogner junior in 1986 , which, among other things, also served as product placement for Bogner ski fashion. The Fire & Ice fashion brand, which was originally part of the Bogner Group , had its own shop in Munich. For the film release of Fire, Ice & Dynamite in 1990, Volkswagen and Bogner brought the special model Golf Fire and Ice onto the market in a purple paintwork, which, among other things , adorned the logo of the Fire & Ice fashion brand . The brand went online with an internet presence in 1998 and was renamed Bogner Fire + Ice in 2003 with a changed logo and incorporated into the Bogner company as a sub-brand. From 1992 there was the Sônia Bogner women's collection apart from sports fashion in the upper price segment, for which there were also own shops. In 1994, for the first time as a license assigned Leather - Accessories such as handbags , presented by Bogner.

In 1995 the main men's collection was renamed Michael Bogner . Willy Bogner junior's brother (* 1943), who has been with the company since 1977, was initially commercial director at Bogner and, after internal difficulties, moved to the USA in the 1980s as head of the Bogner of America branch . In 1990 he returned to Munich and took over the management of the men's division, which bore his name from 1995. In 1998 Michael Bogner was paid out and left the company. From then on, men's fashion was called Bogner Man ; Willy Bogner junior took on the design.

Bogner's own production facilities in Eging and Garching were closed at the end of the 1990s. Since then, the previously completely in-house production of the Bogner brands has taken place entirely abroad. Initially, there had been production facilities abroad, but these were abandoned in favor of contract manufacturers from Portugal , Turkey and Asia . In addition to the administration, a design and sample department has remained at the company's headquarters in Munich. Mustang has been producing the cheaper Bogner Jeans line since 2000 . Further licenses such as Bogner Gloves and Bogner Time as well as Bogner Golf Korea for the South Korean market followed in 2002 . In 2011 Bogner entered into a new cooperation with Junghans for its own watch collection Bogner by Junghans . With Bogner Ski , a collection of board skis and ski equipment (helmets, sticks, glasses) was added in 2004 . This was followed by license lines for shoes (2010, Bogner Shoes ) and men's shirts (2006, Bogner Man Shirts ).

Maria Bogner died in 2002. The company has been in the mail order business since 2005, and has also had its own online shop since the late 2000s. In 2005, Bogner launched its own home shopping magazine for the first time.

At the beginning of the 21st century, Bogner strengthened its international presence: In 2008, a Bogner store was opened in New York City in the SoHo district . There had already been Bogner stores in New York, San Francisco and Chicago in the 1990s. Stores in Salzburg, Kitzbühel and St. Moritz followed in 2009, and franchise stores in Istanbul, Kiev and Yekaterinburg in 2010. In the same year Bogner Asia was founded.

Equipment of the German team for the 2014 Winter Olympics in Sochi

Since 1936, Bogner has been the official outfitter of the German Olympic team at all of the Winter Olympics that have been held since then . For the 2018 Winter Olympics in Korea, however, the contract to equip the German winter sports athletes was awarded to adidas . In 2012, the German Olympic team in London wore Bogner for the first time at the summer games . In 2016 , adidas took over the equipment for the German Summer Olympians.

In the 2012 financial year, the Bogner company generated revenues of EUR 232.8 million, including the license business. At the time, Bogner's shareholders were Willy Bogner junior (managing director), his wife Sônia (strategic design consultancy) and his sister Rosemarie Bogner (not working for the company). In 2012 Bogner had 809 employees worldwide, 713 of them in Germany. The company had 84 Bogner stores around the world, 17 of which were its own and 58 franchise stores and 9 outlets (7 of which were in Germany). There were also 173 shops-in-shops.

In summer 2016, Willy Bogner retired from the company after 49 years and handed over the management to Alexander Wirth, who came from Ralph Lauren . In the previous year, the attempt to sell the company to a consortium led by Bernd Beetz, who was CEO of Coty Inc. until 2012 , and Fosun had failed . Sônia Bogner, who was considered the soul of the business, passed away in spring 2017. Wirth was dismissed by Willy Bogner at the end of November 2017 and replaced by Andreas Baumgärtner, a former Marc O'Polo manager and since the end of 2016 Board Member for Design and Marketing at Bogner . Baumgärnter wants to "rejuvenate the outdated Bogner sports brand" and establish it in the luxury segment of sports fashion. Wolfgang Reitzle succeeded Jürgen Weber as chairman of the supervisory board in January 2018. In mid-January 2019, the Bogner brand opened Berlin Fashion Week with a fashion show.

In July 2019, Bogner hit the headlines when the offices were searched for tax evasion due to clothing being given away to employees without tax. The non- taxed pecuniary benefits are said to result in additional tax payments in the millions. In November 2019, the 77-year-old Willy Bogner transferred his shares in the company, which was apparently somewhat ill, to the Neu-Ulm insolvency and restructuring specialist Arndt Geiwitz. Rumor has it that the company is to be made fit for sale.

Bogner collections

current collections:

  • Bogner - main brand for prêt-à-porter and sports fashion , divided into Bogner Woman (women's fashion), Bogner Man (men's fashion) and Bogner Sport (sporty women's and men's clothing) in the upper mid-price segment
  • Bogner Fire + Ice - sporty collection for the younger target group (women's and men's clothing and accessories)
  • Bogner Jeans - licensed brand for upscale leisurewear with a focus on denim for women and men
  • Bogner Kids (Active Winter) - winter sports children's collection for 4 to 14 year olds

former collections:

  • Michael Bogner - name of the Bogner men's collection (1995–1998), named after Willy Bogner junior's brother; 1998 renamed Bogner Man
  • Sônia Bogner - elegant women's designer fashion in the upper price segment (1992-2017)
  • Fire & Ice - youthful, sporty collection for women and men from 1989; Renamed in 2003 to Bogner Fire + Ice
  • Big Ice - winter sports children's collection for 4 to 14 year olds (from 1994), later renamed Bogner Kids

Web links

Commons : Bogner  - collection of images, videos and audio files

Individual evidence

  1. ↑ a b Consolidated Financial Statements as of October 31, 2018 in the electronic Federal Gazette
  2. ↑ A modern flagship for the birthday  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. , textilwirtschaft.de, December 13, 2011@1@ 2Template: Dead Link / www.textilwirtschaft.de  
  3. ↑ Wonderful Miss Lux welt.de, November 30, 2002
  4. ↑ Willy Bogner - The Entertainer (page 1) , manager-magazin.de, February 11, 2011
  5. ↑ Willy Bogner - The Entertainer (page 3) , manager-magazin.de, February 11, 2011
  6. ↑ Cosmopolitan Cosmetics cooperates with Bogner , horizont.net, April 23, 1999
  7. ↑ Golf for Generations , autobild.de, July 22, 2014
  8. ^ Michael Bogner Menswear: Profile through personification. 38 million DM sales  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. , textilwirtschaft.de, December 15, 1994@1@ 2Template: Dead Link / www.textilwirtschaft.de  
  9. ↑ Michael Bogner left family company  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. , textilwirtschaft.de, January 22, 1998@1@ 2Template: Dead Link / www.textilwirtschaft.de  
  10. ↑ "The most important things are learned in difficult times" , Unternehmeredition.de, October 28, 2009
  11. ↑ For the first time since 1936, German athletes drive to the Olympic Winter Games without Bogner equipment nzz.ch, January 11, 2018
  12. ↑ Olympic collection: Adidas instead of Bogner as supplier 2016 in Rio ispo.com, August 10, 2016
  13. ↑ bogner.com June 20, 2013
  14. ↑ bogner.com (June 20, 2013)
  15. ↑ Spiegel online: Willy Bogner gives guided tour , September 7, 2016
  16. ↑ Several strokes of fate! Her life was so sad, Bunte.de, May 5, 2017
  17. ↑ Andreas Baumgärtner is supposed to rejuvenate the outdated sports brand Bogner handelsblatt.com, January 15, 2019
  18. ↑ Reitzle becomes head of the supervisory board at Bogner spiegel.de, January 17, 2018
  19. ↑ Bogner opens Berlin Fashion Week stylebook.de, January 15, 2019 with space ski fashion
  20. ↑ Alexander Kühn: Faltering fashion company: Willy Bogner transfers company shares to Sanierer , Spiegel Online , 2019-11-28