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Jennifer Braun Published
December 1, 2025
Bogner, the German brand synonymous with Alpine luxury, is expanding in the U.S. with the opening of two permanent flagship stores in New York and Los Angeles.
The strategic move follows the success of Bogner's short-term and pop-up locations on both coasts and underscores the brand's commitment to the U.S. market, which currently accounts for approximately 25% of the company's revenue.
The Madison Avenue flagship store, located at 755 Madison Avenue, spans 3,400 square feet and draws inspiration from a modern chalet, with a subdued color palette and natural materials. White oak lines the walls, and a mix of white oak and concrete forms the flooring. Matte black steel fixtures accentuate the perimeter, showcasing clothing and accessories, while Austrian blue stone accents add tactile richness to the space.
Likewise, the Sunset Strip location at 8500 Sunset Blvd, offers a sleek and modern tribute to Los Angeles' architectural style. Spanning 2,500 square feet, the store features a central element known as "The Pod," coated in black lacquer. This element houses the inner workings of the store and mirrors its surroundings, with a windowed wall providing views of La Cienega Boulevard. Custom Bogner video content on a digital billboard facing both inside the store and Sunset Boulevard adds an innovative touch. Throughout the space, the exclusive use of concrete, steel, and lacquer materials maintains a cohesive and contemporary aesthetic, while minimal illuminated fixtures highlight the collections.
The flagship stores house Bogner’s latest offerings from its Fall/Winter 23/24 collections, including the Ready-to-Wear and Sports collections for women, men, and children, along with the lifestyle-influenced functional Bogner Fire + Ice brand.
"This exciting milestone underscores our unwavering commitment to the US market, even amidst the prevailing trend of brick and mortar stores closing,” said Linda Ashman, executive vice president at Bogner of America.
“It is a testament to our belief in the power of physical retail and our dedication to providing an exceptional in-person experience for our customers. We are confident that these new spaces will not only captivate and inspire, but also reaffirm our brand's enduring presence in the hearts of our valued US customers."