Bogner: 'On our way to a new era'

The Bogner brand has stood for sport, fashion and luxury since 1932. It cannot be separated from its owners, Willy and Sonia Bogner, who have positioned Bogner for success all over the world. Now, for the first time in the family-owned company’s history, an outsider has taken leadership within the company. Alexander Wirth was appointed CEO in September 2016 and has been tasked with the challenge of breathing new life into the somewhat outdated image. He has already proved he can do it at Ralph Lauren and Burberry, but time will tell if he has the same success at Bogner. FashionUnited DE met with him and asked him how he plans to prepare Bogner for the future.