BOGNER

BOGNER, THE SPORTS BRAND

Centric PLM

Bogner is a brand launched in 1932 by Willy and Maria Bogner. Significantly, it presents itself on the market with a collection dedicated to the ski look: stretch trousers characterize its line. In 1948, the first fashion shows made use of famous and free testimonials. Notably, Marilyn Monroe, Jane Mansfield, and Ingrid Bergman usually wear their clothes.

GROWTH OF BOGNER

During the year 1950, the first men’s collection was launched. In 1960 the company had more than 500 employees, which became 800 in 1968. Uniquely, in 1974 Bogner also signed a tennis line. Consequently, two years later, it also presented golf clothing on the market, then offered leather goods (’82), sunglasses (’83), a line of cosmetics (’85), and a collection of swimwear (‘ 86). Additionally, an inevitable Eau de toilette (’90), a mountain bike model (’90), and a series of precious jewels (2001).

As a result, the latest numbers recorded in 2003 denote the success of the company. Significantly, under the direction of Willy Bogner junior, there are 22 single-brand stores worldwide (10 owned by the family, 12 franchised) and 32 corner shops. Particularly, the turnover, recorded in 2002, is 133 million euros. Presently, the production network includes Germany, Austria, China, Indonesia, Hong Kong, Italy, Portugal, Korea, and the United States.

In effect, to accelerate its range growth, the brand will “target important customers in the premium segment, in addition to its current focus on the luxury sector”. Bogner has also revised its offering with a new segmentation and three price categories. His new “B-Athleisure” line has a touch that mixes prêt-à-porter and sport. Its “Smart Casual Living” offer, on the other hand, plays the card of the chic and casual wardrobe in everyday life, while the “Sônia Bogner” collection has positioned itself in luxury. Finally, the brand retains its classic sporting approach, based in particular on the mountains and winter sports.

In the end, Bogner explains that he is aiming for a total of 550 million euros in sales in 2022. While Willy Bogner was aiming to sell his company two years ago, the new management is instead keen to clarify that today the sale of the company is not in the program. On the other hand, it confirms that it is open to the arrival of partners who possess skills and experience in retail, the Web, and commercial real estate.

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