The international athluxury sports fashion company Bogner is in very good financial shape in its 90th
anniversary year. In order to create the ideal framework conditions for further success, the company is now simplifying its management, governance and corporate structures.
Gerrit Schneider (photo), Co-CEO of Willy Bogner GmbH & Co. KGaA, Munich/Germany, since April 2020 and responsible for Finance, Legal, IT, Operations and HR, will take over the role as sole Chief Executive Officer (CEO) with immediate effect. Heinz Hackl, present Co-CEO of the company and currently responsible for Sales, Design, Marketing and Licensing, will leave Bogner by mutual agreement. Together, Schneider and Hackl have successfully positioned the company in recent years despite the challenging global economic situation and have completed the performance program as planned.
The former Bogner CEO Andreas Baumgärtner (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.
For the external media presence, the company has secured further know-how and experience with Andreas Gall, the former founding CEO and Chief Innovation Officer (CINO) of Red Bull Media House, Wals/Austria.
In addition to the management, Bogner is also refining its governance structures. With the successful completion of the performance program, trustee Arndt Geiwitz now returns the company back to the family. Geiwitz will remain closely associated with Bogner and will guide 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 will advise the management comprehensively on the strategic direction, function as a sparring partner and serve as a supervisory body. In addition to Geiwitz as Chairman, Christian Laus and Dr. Daniel Heine will become members of the advisory board.
In the future, Bogner will expand its sustainability strategy, strengthen its presence in the home market and drive internationalization in growth markets. The company will be further positioned in China and accelerate its popularity and growth in North America.