Willy Bogner GmbH & Co. KG auf Aktien

What Willy Bogner GmbH & Co. KG auf Aktien does

Willy Bogner GmbH & Co. KG auf Aktien is a privately held German premium fashion company founded in 1932 by Willy Bogner and headquartered in Munich, operating under the consumer-facing brand BOGNER. The company designs, markets, and sells luxury sportswear and lifestyle apparel across two brand lines: the flagship BOGNER label, positioned around "sportive elegance" with a signature outerwear heritage (notably the BOGNER Jacket and Italian-made footwear), and the FIRE+ICE sub-brand targeting active lifestyle and outdoor consumers including dedicated ski, golf, and active wear collections.

The product portfolio spans outerwear, clothing, footwear, and accessories for men and women, organized into sports-specific collections (Golf, Ski, Beach) and lifestyle categories. The company sells directly to consumers through its owned e-commerce platform bogner.com—operated on a multi-currency, multi-language storefront with regional sites including the US—and through physical BOGNER retail stores. Marketing is centered on DTC e-commerce, email newsletter acquisition with a 10% discount incentive, and organic Instagram presence across two brand accounts.

Revenue is generated through one-time apparel sales at premium price points, with periodic promotional discounting (up to 25% off plus stacked promo codes) for seasonal inventory management. The company serves a consumer base of premium lifestyle and sports-oriented buyers globally, with primary confirmed markets in Germany/Europe and the United States. No public ticker, institutional investors, or external funding rounds are disclosed; the entity appears to be family/independently owned, operating as a German partnership with corporate share structure (GmbH & Co. KG auf Aktien).

Name

Willy Bogner GmbH & Co. KG auf Aktien

Legal name

Willy Bogner GmbH & Co. KG auf Aktien

Website

https://bognerfireandice.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

Willy Bogner GmbH & Co. KG auf Aktien, founded in 1932 in Munich, Germany, is a privately held premium fashion house operating the BOGNER luxury sportswear brand and FIRE+ICE active-wear sub-brand. It sells apparel, outerwear, footwear, and accessories directly to consumers worldwide via owned e-commerce and retail stores.

Ownership category

akta.pro rank

Product category

Luxury Fashion Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

akta.pro secondary industries

Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

Keywords

• Premium fashion apparel
• Luxury sportswear
• Ski outerwear
• Golf apparel
• Active lifestyle clothing

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Apparel and Accessories Sales: Direct-to-consumer retail of premium fashion apparel and accessories through owned e-commerce platform and retail stores. Revenue generated through product sales across multiple categories including outerwear, sportswear, footwear, and accessories.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

BOGNER designs, sources, and sells premium fashion apparel, outerwear, footwear, and accessories under two brands: the BOGNER core label (sportive elegance with traditional craftsmanship) and the FIRE+ICE sub-brand (active sportswear for skiing, golf, hiking, and active lifestyle). The portfolio includes sport-specific collections for golf, ski, and beach, with signature items such as the BOGNER Jacket and Italian-made shoes.

Product overview

Willy Bogner GmbH & Co. KG auf Aktien operates as a luxury fashion retailer offering two primary brands: BOGNER (the core premium fashion brand) and FIRE+ICE (the active wear sub-brand). The product portfolio spans clothing, outerwear, footwear, and accessories across multiple sport-specific collections including Golf, Ski, Beach, and Active Wear. BOGNER positions itself around 'sportive elegance' combining contemporary fashion with athletic functionality, while FIRE+ICE focuses on performance-oriented active wear for outdoor activities. The company sells directly through its e-commerce platform (bogner.com) targeting consumers in the United States market.

Differentiator

Problem solved

Functional benefit

Brands

• FIRE+ICE: Active sportswear and lifestyle collection featuring performance apparel for golf, ski, and active wear.

Products and services

• BOGNER Core luxury fashion brand offering premium clothing, outerwear, footwear, and accessories for men and women with a focus on sportive elegance and contemporary tradition.
• FIRE+ICE Active wear sub-brand featuring performance-oriented clothing designed for sports and active lifestyles, including hiking, skiing, golf, and athletic activities.
• Golf Collection Specialized golf apparel collection including jackets, polo shirts, pants, dresses, skirts, and accessories designed for golfers.
• Ski Collection Premium ski apparel and outerwear designed for alpine skiing activities, with functional jackets, pants, and accessories for performance on the slopes.
• Beach Collection Swimwear and beach apparel including swim shorts for men.
• The BOGNER Jacket The signature jacket of the BOGNER brand, a flagship outerwear piece recognized as a BOGNER signature product.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hugo Boss: German premium fashion house with broad menswear and womenswear, including athleisure and sportswear-adjacent lines. Comparable to BOGNER as a fellow German premium-lifestyle apparel brand with extensive global DTC operations.
• Arc'teryx: Canadian technical outerwear brand owned by Amer Sports with premium positioning across climbing, skiing, and all-weather categories. Comparable to BOGNER/FIRE+ICE at the intersection of technical performance and premium lifestyle branding.
• Brunello Cucinelli: Italian luxury heritage brand emphasizing craftsmanship and quiet-luxury positioning. Comparable to BOGNER in Italian-made craftsmanship, heritage-driven premium pricing, and menswear/womenswear breadth.
• Lululemon: Premium athletic apparel brand with strong DTC and growing golf-adjacent (and broader sport) lines. Comparable to BOGNER as a premium sport-apparel retailer targeting affluent consumers with performance + lifestyle positioning.
• Ralph Lauren: American heritage lifestyle brand spanning apparel, outerwear, and golf-specific lines (Polo Ralph Lauren). Comparable to BOGNER through overlapping golf-collection positioning and luxury sportswear heritage branding.

Direct peers

• Canada Goose: Canadian premium outerwear and parka brand with strong DTC and global retail footprint. Closely comparable to BOGNER's luxury outerwear heritage and DTC-led distribution strategy targeting affluent winter/cold-weather consumers.
• Moncler: Italian luxury outerwear house best known for its puffer jackets and premium down outerwear. Directly comparable to BOGNER in combining luxury positioning with cold-weather/ski heritage and signature jacket products.
• Descente: Japanese ski and performance sports apparel brand with strong technical-credibility heritage. Comparable to BOGNER's FIRE+ICE line in technical ski wear and premium positioning within the ski-specialist category.
• Spyder: US ski and active sportswear brand specializing in performance ski apparel. Directly comparable to BOGNER's ski collection and FIRE+ICE active-wear sub-brand serving similar ski-enthusiast consumers.

Emerging players

• Patagonia: Outdoor lifestyle and performance apparel brand with strong sustainability positioning. Comparable to FIRE+ICE's outdoor/active lines, though positioned at lower price points than BOGNER's premium tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/bogner.fireandice
• LinkedInlinkedin.com/company/willy-bogner-gmbh-&-co.-kg-auf-aktien

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willy Bogner GmbH & Co. KG auf Aktien