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Nicola Mira Published
June 5, 2025
German sportswear brand Bogner has set up a strategic team working specifically on skiwear, as the label seeks to further assert its market leadership in the luxury segment. Bogner announced in a press release that Reto Lamm, runner-up at the world snowboarding championships, will be tasked with coordinating all of Bogner's marketing and design activities in winter sports, working closely with General Manager Alexander Wirth and with Andreas Baumgärtner, who is in charge of design and marketing.
In order for Bogner to establish a sustained leadership in the segment, the team will pool the know-how of apparel and winter sports specialists in the areas of design, materials and manufacturing, together with US marketing experts (the USA is Bogner's second-largest market after the Germany-Austria-Switzerland combined region) and representatives of the German Alpine Skiing Federation.
"I'm happy that, together with the board of directors, we have succeeded in turning the idea of creating a special team with avant-garde expertise into reality. Bogner is already working on interesting technology developments", said Alexander Wirth, the General Manager of Willy Bogner GmbH & CO.
Switzerland-born Reto Lamm, 47, enjoyed a successful sporting career as a freestyle snowboarder. Since 1991 he has been working closely with the brand's owner, Willy Bogner, and since 1992 he is also President of the World Snowboard Tour sporting organisation. He will be in charge of Bogner's new strategic team, together with 1987 slalom world champion Frank Wörndl, from Germany.
Willy Bogner GmbH & Co. is based in Munich, where it was founded in 1932, and employs over 800 people worldwide. It owns the Sônia Bogner, Bogner (Woman, Man, Sport, Kids) and Bogner Fire + Ice labels, with licenses in over 50 countries.