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BOGNER achieves most successful financial year since 2015

Press release -

BOGNER achieves most successful financial year since 2015

  • BOGNER exceeds pre-COVID level: sales 166.3 million euros, EBITDA 19.4 million euros, EBIT 11 million euros
  • Performance program to drive sustainable global growth successfully completed
  • Investments in international brand and sales strategy pay off
  • Increased internationalization and expansion of digital sales channel planned

Munich, August 03, 2022 – Despite the challenging geopolitical and global economic situation BOGNER has continued its growth course in the financial year 2021/22 (reporting date March 31, 2022). The international lifestyle and luxury sports fashion company thereby recorded its most successful financial year since 2015. At 166.3 million euros, sales were 36 percent up on the previous year and already above pre-COVID levels a year earlier than planned (2019/20: €163 million). With an EBITDA of 19.4 million euros, BOGNER exceeded its own forecast. EBIT totaled 11 million euros.

BOGNER achieved this outstanding result thanks to the excellent growth of the two brands BOGNER and FIRE+ICE across all regions and channels. In wholesale alone, BOGNER recorded strong growth of sales with almost 40 percent compared to the previous year. Digital also developed positively with high single-digit growth. Together, sales from digital and wholesale amounted to around 70 percent of the total sales of the financial year 2021/22.

“The result clearly exceeds our own expectations. We want to thank the entire BOGNER team for this achievement,” says Gerrit Schneider, Co-CEO of BOGNER. “Last year, we invested significantly in our products and brands, systematically expanded our sales channels and completed our performance program as planned. We are efficient and lean, clear of debt and we have the right strategy to continue our sustainable growth path. That is something that BOGNER can be very proud of.”

On the product side, BOGNER focuses on innovative and sustainable products as well as new, target-group specific concepts. With its enhanced two-brand strategy, BOGNER addresses individual target groups and price ranges with the brands BOGNER and FIRE+ICE. In sales, BOGNER concentrates on new partnerships and optimized operational processes. Accordingly, the company further expanded its international business last year through the joint venture with Bosideng in China and partnerships in the USA. BOGNER was thus able to further strengthen its international presence despite the major challenges posed by the pandemic, particularly in China.

“We are continuing on a steady growth path with our brands BOGNER and FIRE+ICE in all areas. Last year’s outstanding result gives us the tailwind to take our internationalization and brand strategy to the next level,” says Heinz Hackl, Co-CEO of BOGNER. “With the joint venture with Bosideng, we have already set the course for deeper market entry in the Chinese market. Moreover, we intend to grow further in North America. Central to our positioning is to differentiate our brands even stronger and to reinforce their positioning in the luxury and premium segments. Both brands contribute to achieving our ambition of being the leading player in Athluxury Sports Fashion.”

The performance program initiated in July 2020 to drive profitability and sustainable global growth made an important contribution to BOGNER's positive business development. The program was completed successfully as planned after two years. As part of the program, BOGNER has streamlined internal structures and therefore operates with lower costs and more flexibility today. By outsourcing logistics, BOGNER can now fully concentrate on its core business. In addition, BOGNER has gradually optimized processes throughout the entire production process. Following the successful sale of the corporate headquarters, that was also part of the performance program, BOGNER will move to new headquarters in autumn 2022. The future headquarters will be located in the new building called The Run at Neumarkter Straße 75 in Munich. With the new headquarters, BOGNER is creating an environment that offers ideal conditions for modern and improved work processes and collaborative, creative and productive work. In addition, BOGNER has serviced and repaid all outstanding loans by the financial reporting date of March 31, 2022.

For the financial year 2022/23, BOGNER plans to drive forward the company’s growth, particularly in the areas of wholesale and digital. Therefore, BOGNER is making targeted investments in social media advertising on various platforms as well as display advertising to acquire new customers. In terms of collections, the current financial year is characterized by the company’s 90th anniversary. The main Fall/Winter 2022 collection called “Off to New Horizons” symbolizes 90 years of pioneering work and combines the iconic silhouettes of past decades with new perspectives. The highlight of this collection is the capsule “Frozen Riviera”, which represents Athluxury Sports Fashion in an unprecedented way. It combines BOGNER’s active and ready-to-wear collections bringing together sports and fashion. The success of the collection is already visible in the extraordinary good pre-order results with sales figures of almost 20 percent above the previous year.

Subjects



Willy Bogner GmbH & Co. KGaA, based in Munich, is an internationally successful lifestyle company and the leading provider of exclusive sports fashion, luxurious sportswear and designer fashion. The company appears in over 50 countries with the BOGNER (Woman, Man, Sport, Kids) and FIRE+ICE brands as well as licences. The company, which has existed since 1932, is led by Heinz Hackl and Gerrit Schneider, owner is Willy Bogner represented by trustee Arndt Geiwitz. More information: bogner.com. 

Press contacts

Katharina Hofmann

Katharina Hofmann

Press contact Public Relations +49 89 43606 706

Saskia Scharowsky

Press contact Corporate Communications +49 69 767 578 23

BOGNER I The World of Athluxury since 1932.

Willy Bogner GmbH & Co. KGaA, based in Munich, is an internationally successful lifestyle company and the leading provider of exclusive sports fashion, luxurious sportswear and designer fashion. The company appears in over 50 countries with the BOGNER (Woman, Man, Sport, Kids) and FIRE+ICE brands as well as licences. The company, which has existed since 1932, is led by Heinz Hackl and Gerrit Schneider, owner is Willy Bogner represented by trustee Arndt Geiwitz. More information: bogner.com.

Willy Bogner GmbH & Co. KGaA
St.-Veit-Straße 4
81673 Munich
Germany