Willy Bogner GmbH & C. KGaA
Sankt-veit-str. 4
81673 Munich, Germany
P : +49 89 436060
F : +49 89 43606429
Men’s/Women’s RTW, Children
Men’s/Women’s Accessories : Shoes, Bags, Belts, Gloves
UPDATED : June 02 2016


Born in Rio de Janeiro on August 5, 1950 as Sonia Ribeiro, Sonia Bogner begins a life journey by leaving Rio after high school to join her sister, the actress Florinda Bolkan, in Rome. After studying English in Cambridge from 1971 to 1972, Sonia returns to Rome for a sales apprenticeship at Valentino. As fate would have it, Sonia’s future is forged when Maria Bogner enters Valentino one fine day. Struck by Sonia’s charisma, modernity and Latin flair, Maria spontaneously recruits Sonia as a model for her next Bogner Sport catalogue.

Maria Bogner could never have predicted that the catalogue’s photographer, her 30 year old son Willy Bogner, would be equally as taken by Sonia’s allure. Willy remembers, "She couldn’t have cared less about sport, but watching her play golf was a delight". On December 16, 1972 Willy and Sonia are married in the chapel of Muhlfeld castle.
The freshly married Sonia enters directly into business. As a sales assistant in Munich’s English House, Sonia meets the Bogner clientele one on one. She then moves on to become assistant to Maria Bogner, the collection’s designer. In 1973, Sonia accompanies Willy Bogner to the United States where he is launching the daughter company "Bogner of America".
In 1979, Maria Bogner hands over the creative direction of the women’s collection to her young daughter-in-law, Sonia. As chief designer, Sonia joins Willy, Bogner’s energy-charged "pulse", to become the company’s new soul. As a team, the two are balanced and unbeatable. Sonia injects a well-received sense of citified modernity to the otherwise sporty Bogner style.
On the outside confident and extroverted, inside still shy and reserved. Only after long, intensive discussions, Willy Bogner convinces Sonia to fulfill her dream: her own designer collection. Next to her substantial responsibilities as chief designer for Bogner Woman, Sonia launches her first collection in Fall 1992/93. This distinctive collection of high quality pieces is aimed at woman like Sonia herself, imbued with subtle flair, perfect workmanship and a unmistakable feel for style.

German top skier, entrepreneur, film director and producer Willy Bogner was born in Munich on January 23, 1942. His father, Willy Bogner Sr. (1909 – 1977), became a legend for his performances as a top athlete (11 times German champion in Nordic combined, third place world Championship 1935, participant at the Olympic Games 1936) and a successful manufacturer of sports fashion (starting 1935). Willy Bogner Jr. went to Business Schools in Munich and Vienna and studied apparel technology in Hohenstein. As a skier he followed in the footsteps of his father: at the age of 16 he was already several times German junior champion and at 17 he won the famous Lauberhorn-race as the first German skier. In 1962, Willy Bogner became two times student
world champion in slalom and in combination. In 1960 and 1964 he was a member of the German Olympic team. In 1972 Willy Bogner joined the family business and after the death of his father in 1977 he successfully continued the business. Today Bogner is considered one of the leading international lifestyle brands in ski fashion and sportswear. Under his direction the lines “Bogner Sport”, “Bogner Woman”, “Bogner Man” as well as “Fire+Ice” are being developed. Since 1972 Willy Bogner is married to his Brazilian wife Sonia. Sonia Bogner is responsible for the collection “Bogner Woman” and has been creating her own designer collection “Sonia Bogner” since 1992.
In addition to his success as fashion entrepreneur Willy Bogner also made his mark as photographer and filmmaker. In 1968 he founded his own film production company “Willy Bogner Film GmbH”. He is regarded as one of the best ski cinematographers in the world. For Claude Lelouche’s Olympic film in 1968 he – as camera man – followed the best skiers of the world down the slopes of Grenoble. He also shot daredevil action scenes for four James- Bond-thrillers: "On Her Majesty's Secret Service" (1968), “The Spy Who Loved Me” (1976), “For Your Eyes Only” (1981) and "A View to a Kill" (1985). The sport and nature film “Fire and Ice” (1986) became the most successful sport film ever. Overall Willy Bogner produced 37 films – most of the times being in charge of the script, direction and camera. His latest film project were the action scenes in the successful film with which the Russian ski resort Sochi won the bidding for the Olympic Winter Games in 2014.

Sonia e Willy Bogner


Company profile
Willy Bogner explains the successful brand concept as "sportiness, refined comfort, and a sensitive sense of time". Therefore it doesn't come by surprise that the Munich-based company is considered the "inventor of sports fashion", always linked with a traditional claim to exclusivity and quality.The three brands - Sonia Bogner, Bogner, and Bogner Fire + Ice - offer a fashionable yet functional palette that is precisely matched to different needs and preferences.
Sonia BognerDynamism, joie de vivre, modern global chic: Sonia Bogner designs fashion for women like herself. For women who love feminine glamor as well as fine understatement and wear their personality with self-confident coolness. The collection offers perfect high-class business outfits and well-being fashion for any occasion. Fashion with couture charm that always makes women look good. Characteristic of the Sonia Bogner designer collection: the playful treatment of fashion, elegance made younger by a relaxed spirit; the exquisite feel for trends and modern classics, combined with the highest claim to quality and a cosmopolitan style that is smart, sensual, and sovereign.BognerOne name, three branded collections: Bogner Woman, Bogner Man, Bogner Sport. Bogner Woman stands for top-quality clean chic: The collection has a dynamic appearance with a smart touch of sportiness. The perfect fit and clear design make it the ideal choice for active women who want to combine the highest quality with fashionable charm. Whether styled with sporty accessories or worn pure - Bogner Woman offers luxury, ready-to-wear sportswear. Bogner Man stands for fine materials, perfect workmanship, and rich, innovative details. The style is characterized by high-class sportswear elements with subtle implementation. The outdoor jackets have been some of the most important parts of this collection for some considerable time and the well-fitting indoor jackets are now gaining the same importance. With their sporting class they add a contemporary component to the business look. Bogner Sport stands for functional performance without losing the appearance of exclusive fashion. The collections offer sporting luxury with the pleasure of bright, high-energy colors. Layered look and lightness are key words for combinations that catch the eye - both for sports and the modern mix of streetwear. This is based on the highest possible material skills and complex processing details. Close-fitting and ergonomic cuts characterize the looks and these can be merged together in new ways to make up the fashion kaleidoscope. The result: individual fashion that proves the creativity and practical versatility of the sports collections.Bogner Fire + IceBogner Fire + Ice is the unique combination of high-quality, innovative materials and functional perfection with class and chic. These characteristics are so attractive that the relaxed nature and style can move from the slopes to the city. Ergonomic cuts and strong colors characterize the activewear: in contrast the sportswear is characterized by clear lines. Logo patches, emblems, and embroidery are common. Individually combining the collections produce an exciting and hot crossover between activewear and sportswear with a young look.

Fashion shows & sales campaign

Contacts & showrooms

Bogner Milano
via Morimondo, 23
Milan, Italy

Sales Department
Sales Manager

Tiziana Accoti
P : +39 02 81 62 46

Bogner Munich
Sankt-Veit-Str. 4
Munich, Germany

Sales Department
Sales Manager

Richard Hilverts
P : +49 89 43 60 60

Bogner Dusseldorf
Kaiserwerther Str. 183
Düsseldorf, Germany

Sales Department
Sales Department

Sales Department
P : +49 211 13 63 70

Bogner Switzerland
Grubenstr. 38
8045 Zurich, Switzerland

Sales Department
Sales Department

Sales Department
P : +41 44 22 12 309

Bogner Austria
Söllheimerstr. 16
5020 Salzburg, Austria

Sales Department
Sales Manager

Hannes Lindinger
P : +43 664 4694030

World Fashion Centre – Kon. Wilhelminaplein 13 – Tower 1
1062 Amsterdam, The Netherlands

Sales Department

Sven Hissink
P : + 31 620 39 75 59

Bogner USA
380 W. Broadway
10012 New York, United States

Sales Department
Sales Manager

Linda Ashman
P : +1 2122192757

Bogner France
, France

Sales Department
Sales Manager

Raphael Bouvet
P : +33 686 66 32 70

Multilabel showrooms
Sales territories
Backswing Sportswear
Calle Concepción 40
07012 Palma, Spain
Sandra Brauch
P : +34 626 33 96 41

Arti Sport
Melkerijweg, 11
2240 Zandhoven, Belgium
Luc Vermeyen
P : +32 3 46 41 420

Press contacts

Press Contact

Anastasia Holeczek
P : +49 (0) 89 4 36 06 4 60

Press offices
Studio Tullio Marcati

Martina Corbetta
P : +39 02 36 72 81 53

Andrea Leitner PR

Andrea Leitner
P : +43 1 40 29 440

Links Communication

Karen Allais
P : +33 450 91 41 08

Press releases

Bogner Dusseldorf Königsallee 6-8 Düsseldorf Germany P : +49 211 134222
Selection of multilabel boutiques
6764 Lech 116
e commerce

Birger Christensen
Ostergade 38
e commerce

Ogier Sports
31 Rue Joseph Vallot
Chamonix Mont-Blanc
e commerce

Harvey Nichols Pacific Place
88 Queensway
Hong Kong
Hong Kong
e commerce

via Pradalago, 2
Madonna di Campiglio
e commerce

Petrovka St. 2
e commerce

Sogo Departement Store
3 F No 300 Sec 3 Road, Zhongxiao East Road
Taipei City 106 Taipei
e commerce

De Skihut
Vissershavenweg 55
The Hague
The Netherlands
e commerce

87-135 Brompton Rd., Knightsbridge
SW1X 7XL London
United Kingdom
e commerce