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 BOGNER aligns management and corporate structure to continue success course

Press release -

BOGNER aligns management and corporate structure to continue success course

  • Successful repositioning: BOGNER achieves its best financial year since 2015 following the completion of the two-year performance program.
  • Continuity in management: Gerrit Schneider takes over as sole CEO. Heinz Hackl, present Co-CEO, leaves the company by mutual agreement. With former CEO Andreas Baumgaertner and Andreas Gall two experienced advisors move closer to the management.
  • Streamlined governance and corporate structure: Arndt Geiwitz hands the company back into the hands of the family after the successful completion of the performance program and takes over the chairmanship of the newly created advisory board. BOGNER operates with GmbH as legal form in the future.
  • BOGNER-DNA in focus: BOGNER drives strategic development internationally and in its home market while standing then as now for enthusiasm in sport, fashion and the highest quality and innovation.

Munich, November 07, 2022 – The international athluxury sports fashion company BOGNER is in better shape than ever in the company’s 90th anniversary year. With the outstanding financial results in 2021/22, BOGNER has achieved the most successful financial year since 2015. A key contribution to this was provided by the performance program developed with the management consultancy EY Parthenon in July 2020. Since then, it was implemented as planned and successfully promoted profitability and sustainable global growth. In order to create the ideal framework conditions for further success, BOGNER is now simplifying its management, governance and corporate structures.

Gerrit Schneider takes over as sole CEO

Gerrit Schneider, Co-CEO of BOGNER since April 2020 and responsible for Finance, Legal, IT, Operations and HR, will take over the sole CEO role of BOGNER with immediate effect. Heinz Hackl, present Co-CEO of BOGNER and currently responsible for Sales, Design, Marketing and Licensing, will leave BOGNER by mutual agreement. Together, Gerrit Schneider and Heinz Hackl have successfully positioned the company in recent years despite the challenging global economic situation and have completed the performance program as planned. With BOGNER’s strong position and the successfully implemented growth strategy, Heinz Hackl sees the right time to devote himself to new entrepreneurial challenges.

Arndt Geiwitz, trustee representative of the shareholder role of owner Willy Bogner jr., says: ”On behalf of the entire company and the Bogner family, I would like to thank Heinz Hackl for his great commitment to BOGNER and wish him only the best for his future path. Heinz Hackl has significantly contributed to ensuring that BOGNER is now excellently positioned for the future in international growth markets such as North America and China, in omnichannel sales and collection-wise with our two-brand strategy. With Gerrit Schneider, BOGNER has an experienced and strong manager, who has already skilfully steered the company through challenging waters in recent years. Together with Andreas Baumgaertner and Andreas Gall at her side and supported by our newly created advisory board, she will shape the future of BOGNER and continue the successful course we have already embarked upon.”

The former BOGNER CEO Andreas Baumgaertner (2017-2020) will move closer to the management for all product- and design-specific topics and will intensify his advisory role. He has already advised the company in the background in recent years and will now accompany and help to shape the future direction of the brand even more closely. As for the external media presence, BOGNER secures further know-how and experience with Andreas Gall, the former founding CEO and Chief Innovation Officer (CINO) of Red Bull Media House.

Streamlined structures with end of trusteeship and new active advisory board

In addition to the management, BOGNER is also refining its governance structures: With the successful completion of the performance programm, trustee Arndt Geiwitz has achieved the goal he has set together with management and family to bring BOGNER in a strong position. Now he returns the company back to the family. Arndt Geiwitz will remain closely associated with BOGNER and will accompany the company in its further development as Chairman of the newly created advisory board.

Furthermore, BOGNER changes the legal form of the company to a GmbH (limited liability company) and merges individual group companies as part of this step. This simplifies the corporate structures and reduces complexity. As part of this adjustment, BOGNER is setting up an advisory board with supervisory function. The advisory board, staffed with experienced personalities, will advise the management comprehensively on the strategic direction, function as a sparring partner and serve as a supervisory body. In addition to Arndt Geiwitz as Chairman, Christian Laus, a long-standing advisor of the Bogner family and Managing Director of BOGNER Film GmbH, will become a member of the advisory board. Furthermore, Dr. Daniel Heine, Managing Director of Patrimonium Asset Management AG, will join the advisory board. A private debt fund of Patrimonium Asset Management AG as strategic financing partner and BOGNER have signed financial agreements to replace the loan agreement concluded with various banks as part of the performance program.

Gerrit Schneider says: “I am very pleased to lead BOGNER into the future – together with our strong management team and the support of Andreas Baumgaertner, Andreas Gall and the experienced advisory board. With the new legal form and the termination of the loan agreement, we are reducing complexity and aligning ourselves in the best possible way in order to independently shape our development path and continuing growth. Team BOGNER is ready for the next 90 years.”

BOGNER remains true to its strong DNA

This year, BOGNER looks back on a proud company anniversary. The current autumn/winter collection is therefore dedicated to 90 years of pioneering work. The collection interprets the courage and creative ideas of Maria and Willy Bogner sr. in a modern way and reflects the longstanding ambition to create the unexpected that has always been valid. Then as now, BOGNER stands for a lifestyle of its own right, defined by enthusiasm for sport, fashion and highest possible quality standards as well as a strong spirit for innovation.

In the future, BOGNER will expand its sustainability strategy, strengthen its presence in the home market and drive internationalisation in growth markets. BOGNER will be further positioned in China and accelerate its popularity and growth in North America.


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: 

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Kathrin Schmidtke

Press contact Company, Management & Corporate Strategy +49 151 65 52 82 02

BOGNER I The World of Athluxury since 1932.

Willy BOGNER GmbH, 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 licenses. The company, which has existed since 1932, is led by Gerrit Schneider, owner is Willy Bogner. More information: