German luxury apparel and skiwear brand Bogner has appointed Arne Freundt, former CEO at Puma, as its new chief executive officer, effective June 1.
Freundt spent 14 years at Puma, including as CEO from November 2022 to April 2025. Other roles at Puma included chief commercial officer and managing director of EMEA, the brand’s largest region.
The appointment follows the acquisition last September of a 60 percent stake in Bogner by Katjes Quiet Luxury GmbH, the investment subsidiary of German-based Katjes International GmbH & Co., known for confectionery and body care products. The founding Bogner family holds the remaining 40 percent stake. Ahead of the transaction, the CEO role was vacant and was scheduled to be filled under the new ownership structure.
Bogner said Freundt’s “extensive experience is expected to be pivotal in driving Bogner’s growth ambitions under the new ownership structure.”
Bastian Fassin, chairman of the Bogner Advisory Board, said, “With Arne Freundt, we have gained one of the most experienced sport and lifestyle experts in Europe. His many years’ experience at board and executive management level, combined with his deep global sales expertise at Puma, make him the perfect fit for the significant international growth we are targeting with the luxury brand Bogner,” says Bastian Fassin, chairman of the Bogner Advisory Board.
“Bogner is an iconic luxury brand with a unique Alpine heritage that stands for sporty elegance and the highest quality,” said Freundt. “I look forward to helping shape the brand’s next chapter from 1 June 2026 and to further expanding its relevance as a global luxury brand.”
Images courtesy Bogner
