Arne Freundt Takes Helm as Willy Bogner's New CEO in June
Willy Bogner GmbH has appointed Arne Freundt as its new CEO, effective June 1. The luxury sportswear brand, founded in 1932, is known for its high-end ski and lifestyle collections. Freundt brings decades of experience from top roles at Puma and other global sports brands. The company began as an importer of skis, launched by Olympic skier Willy Bogner Sr. His wife, Maria, later shaped its reputation by designing the brand’s iconic skiwear. Over the years, Bogner expanded into upscale sportswear and luxury snow apparel, becoming a staple in winter fashion.
In August 2024, Katjes International GmbH & Co acquired a 60 percent majority stake in the business. The Bogner family, including Willy Bogner Jr. and Florinda, retained a 40 percent share and remains involved in strategic decisions. Freundt now steps in to guide the brand’s next phase. Bastian Fassin, chairman of Bogner’s advisory board, called him one of Europe’s most experienced experts in sports and lifestyle. His background includes CEO and global leadership roles at Puma, where he built strong sales networks worldwide. At Bogner, he will work alongside the existing management team to set future strategy.
The appointment marks a new chapter for the historic brand. Freundt’s leadership will focus on expanding Bogner’s market presence while maintaining its luxury positioning. The company continues to balance family legacy with external investment under Katjes’ majority ownership.
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