Bogner
Katjes International (60%), Bogner family (40%) · Germany
Bogner is a Munich-based luxury sportswear house best known for skiwear and its younger Fire+Ice line. Since September 2025 the confectionery company Katjes, through Katjes International, holds 60% of the business, while the Bogner family keeps 40%.
| Founder | Willy Bogner Sr. |
|---|---|
| Owner | Katjes International 60%, Bogner family 40% (since 2025) |
| Headquarters | Munich, Germany |
| Brands | Bogner, Fire+Ice |
| Revenue | 187.6 million euros (2023/2024, FashionUnited) |
| Website | bogner.com |
What is Bogner?
Bogner is a German fashion company from Munich that built its reputation on high-end skiwear and later expanded into golf, tennis and lifestyle collections. It operates two main brands: Bogner and the younger, more sporty Fire+Ice.
History
The business began as Willy-Bogner-Skivertrieb, set up by Willy Bogner Sr. His wife Maria Bogner expanded it into fashion and is credited with bringing stretch ski pants into ski fashion. Their son Willy Bogner Jr., a former Olympic alpine skier, took control after his father's death in 1977. He had already launched sportswear lines and went on to add tennis, golf and sunglasses. He was also a filmmaker and cameraman whose ski sequences appeared in several James Bond films.
For decades Bogner outfitted the German Winter Olympic team, a franchise it lost to Adidas for the 2018 Games. In August 2024 the company began looking for a strategic partner. In September 2025 Katjes International, the investment arm of the German sweets maker Katjes, completed the purchase of a 60% stake, with the Bogner family remaining invested with 40%.
Products and positioning
Bogner positions itself at the top end of the sportswear market. Its range covers:
- Ski and après-ski wear for women and men
- Golf and tennis apparel
- Lifestyle ready-to-wear and outerwear
- Footwear, including golf shoes added in 2025
Fire+Ice targets a younger, more casual customer and launched its first shoe collection in 2025.
Business model and distribution
The brands are sold through own stores in ski resorts and cities, specialist sports and fashion retailers, and online. Revenue for the 2023/2024 financial year was 187.6 million euros, according to FashionUnited, with growth reported for 2024/2025.
Why it matters
Bogner is one of the few German fashion names with genuine luxury credentials in sport. Its sale to a family-owned food group is part of a wider trend of non-fashion investors entering the sector, with the stated aim of growing Bogner and Fire+Ice internationally.
Frequently asked questions
Who owns Bogner?
Since September 2025 Katjes International, the investment arm of the German confectionery company Katjes, holds 60% of Bogner. The Bogner family retains the remaining 40% and says it will stay invested long term.
Is Bogner a luxury brand?
Yes. Bogner is widely described as a luxury sportswear brand, known above all for premium skiwear. Its younger Fire+Ice line sits at a somewhat more accessible level.