Outerwear brand Bogner says “US customer extremely important” with bi-coastal store openings in same month

Bogner, the German “Ath-Luxury” brand synonymous with Alpine inspired outerwear celebrated the opening of flagship stores anchoring both coasts in November, with locations on LA’s Sunset Blvd and NYC’s Madison Avenue. A few days later it opened its very first standalone UK concept store in the heart of London’s Mayfair. The brand clearly has its sights on growth and, according to a press statement, “This bold expansion reflects Bogner’s commitment to bolstering its sales and influence within the local market, while solidifying its status as a leading lifestyle brand worldwide.”

FashionUnited spoke with the Executive Vice President of Bogner America, Linda Ashman, at the Madison Avenue opening. She told us the US customer is extremely important to Bogner, and represents 25 percent of the global business. Europe is the brand's second biggest market. “Right now, the US is our focus market just because there’s always something happening here,” said Ashman. “When Covid hit our business actually grew. People were rediscovering the outdoors, dining outside, going to the mountains, and not even skiing. People were looking for our knits and jackets and it was a good time, in that sense, for the brand.”

With its bicoastal anchors the Munich-based company has positioned itself in bustling metropolises, not exactly at the base of the ski slopes. But, as people have returned to traveling, the openings represent the brand's commitment to the power of brick and mortar retail. However, for the brand there is a personal connection to Madison Avenue. “We had a store on Madison at 60th during the 90s and New York has always been near and dear to the Bogner family," said Ashman. “The founders had an apartment across the street for many years so it’s ironic that we’re in this location now.”

Madison Avenue's retail resurgence continues with arrival of Bogner and Giorgio Armani

The prime location now sits directly opposite Giorgio Armani's highly anticipated New York City flagship which is still under construction. After already occupying the Madison Avenue spot for eight months as a popup in order to get a feel for the neighborhood, Bogner decided it was so successful they had to make the move long term. Extensively renovated, the 3,400 square feet space is inspired by a modern chalet, embracing a subdued color palette and natural materials such as raw white oak lining the walls while the flooring combines white oak and concrete. In contrast, matte black steel displays hold the clothing and accessories, while Austrian blue stone accents are scattered throughout. "You feel very warm when you come in here, cozy, and there’s a feeling of discovery, like what’s around the next corner, what’s the next color palette,” said Ashman who suggests that the company will focus on settling into its two new locations but will look for further US locations in the future.

Founded by former ski champion Willy Bogner and his wife Maria in 1932, the brand marks more than 90 years with a global presence that includes stores in more than 50 countries worldwide. In the Madison Avenue location customers can shop current selections for women, men and children from the ready-to-wear and sports collections, as well as the lifestyle influenced functional Bogner Fire + Ice brand.

“You absolutely don’t have to be a skier to shop in Bogner,” said Ashman who enjoys skiing but suffers from these occupational hazard of working so much during ski season that she rarely gets the chance. "We offer on and off the mountain," she said, pointing to the reversible shearling that she is wearing as an item that can be worn anywhere. “The fashion on the slopes also works for the streets of New York, Chicago, LA or just sitting by your fireplace. It’s functional, fashionable, and you have a performance fabric that keeps you nice and toasty.”

Next up, the brand is bracing for the third collaboration with LoveShackFancy on a successful capsule collection which places prints from the favored brand of Gen Z on Bogner’s Fire + Ice silhouettes. “We’re introducing Bogner Fire + Ice to a younger customer who’s wearing it in their daily life, often far from the slopes,” said Ashman. And so the expansion looks set to continue.