Willy Bogner
Long-time head and co-owner of the Bogner sportswear house
Willy Bogner is the former Olympic skier, filmmaker and entrepreneur who led the Munich premium sportswear house Bogner, founded by his parents in 1932. In 2025 the family sold a 60 percent stake to Katjes International while retaining 40 percent.
| Role | Long-time head and co-owner, Bogner |
|---|---|
| Born | 1942, Munich |
| Company founded | 1932 by his parents |
| Led company from | 1977 |
| Ownership since 2025 | Katjes International 60 percent, Bogner family 40 percent |
Who is Willy Bogner?
Willy Bogner, born in Munich in 1942, is the son of the founders of Bogner, the German brand known for premium skiwear and sports fashion. He combined three careers: competitive alpine skier, cameraman and director of ski films, and head of the family company. This profile covers Willy Bogner Jr., not his father Willy Bogner Sr., who founded the business with his wife.
Career
As a skier Bogner competed for the United Team of Germany at the 1960 Winter Olympics in Squaw Valley, won the Lauberhorn downhill in Wengen in 1960 and became a double World Student Games champion in 1962. In 1967 he turned to filmmaking and later worked on the ski sequences of four James Bond films between 1969 and 1985, including On Her Majesty's Secret Service and A View to a Kill.
In parallel he built a business career. In 1971 he launched his own sports line, followed by a manufacturing base in Vermont in the United States in 1973 and tennis and golf collections in 1974 and 1976. After his father's death in 1977 he returned to Munich to lead the family company.
- 1932: Bogner founded by his parents in Munich
- 1977: takes over leadership of the company
- 2025: Katjes International acquires 60 percent of Willy Bogner GmbH; the Bogner family keeps 40 percent
Influence on the fashion business
Under Willy Bogner the company became one of the best-known names in premium winter sportswear, linking technical performance with fashion styling. Bogner extended the brand from skiing into golf, tennis and lifestyle collections, a path many outdoor and sports brands have since followed. For decades the company outfitted German Olympic teams, a partnership that ended when the contract passed to adidas from 2018.
In 2024 trade press reported that the company was looking for investors. The process concluded with a transaction completed on 1 September 2025, in which Katjes International acquired 60 percent of Willy Bogner GmbH. According to the company, the deal followed a fiscal year 2024/25 with growth in sales and earnings, and the Bogner family remains a long-term shareholder.
Why it matters
Bogner's story shows how a family-owned premium sportswear brand can build international recognition through sport, film and design, and how such companies eventually address succession and capital needs. The 2025 transaction is a typical example of the generational transition that many founder-led fashion businesses in the German-speaking market are now facing.
Frequently asked questions
Who is Willy Bogner?
Willy Bogner is a German former Olympic skier, ski filmmaker and entrepreneur who led the Munich sportswear company Bogner from 1977. He also filmed ski sequences for several James Bond films.
Who owns Bogner?
Since 1 September 2025 Katjes International holds 60 percent of Willy Bogner GmbH. The Bogner family retains the remaining 40 percent.