German luxury ski brand Bogner must feel that better-late-than-never is how things are done as it reported financial results for the company’s fiscal year for the period ended March 31, 2024. Yes, with only a few days left in the current fiscal year, the brand reported a “record year” in 2023/24 and continues international expansion. Total sales grew 7 percent year-over-year for the period to €187.6 million, compared to €175.6 million in the ended March 31, 2023.

Sales growth reportedly came from across all distribution channels and the strong performance of its two core brands, Bogner and Fire+Ice. In the past financial year, the company focused on strengthening the brands and the product offering. This process brought Ready-to-Wear and Active Sports closer together. Key product themes included jerseys, knitwear, and outerwear, which contributed to developing a “luxurious, year-round product portfolio tailored for fashion-conscious, active and cosmopolitan customers.”

Bogner said it achieved sales growth across all distribution channels.

  • Digital sales recorded a strong increase of 15 percent compared to the previous year.
  • Wholesale results increased by 8 percent year-over-year, while Retail also performed well, recording a 2 percent sales increase.

Additionally, the company reported strengthening its global presence by opening new stores in top locations across the U.S., the UK and France, which included a new permanent location on Madison Avenue in New York City, a partner store in London’s Mayfair district and several pop-up and partner concept shops in the French Alps, specifically in the ski resorts of Annecy, Megève, Courchevel, and Val d’Isère. With the new openings, Bogner continued its international expansion and strengthened its global brand recognition.

“Despite persistently challenging market conditions, Bogner is successfully holding its own against international competition,” offered Frank Wiesner, CCFP and managing director at Bogner. “Our record sales in the past financial year 2023/24 highlight our strength as a luxury sports fashion brand. Bogner is also on track in the current financial year to achieve sustainable sales growth.”

The company said it had “solid earnings despite a challenging market environment,” producing Adjusted EBITDA of €29.0 million and adjusted EBIT of €12.6 million for the year ended March 31, 2024.

Outlook
Looking ahead to the close of the soon-to-end financial year 2024/25, ending March 31, 2025, the company remains focused on the international expansion of sales markets alongside the GSA region as Bogner’s home market.

“Additionally, the strategic enhancement of omni-channel capabilities is a key priority. Along with strengthening its digital business, Bogner is working on the targeted optimization of processes based on the needs of strategic partners while further expanding its international network,” the company noted.

“Bogner remains on its path to success, driven by the outstanding dedication of the entire Bogner team,” commented Daniel Hiendlmeier, chief brand officer and managing director at Bogner. “Our motivation remains the pursuit of the highest quality and luxury sports fashion. The Bogner community embodies a unique lifestyle defined by a passion for sports, fashion, and innovation. This is also reflected in our strong core brands and an exceptional product portfolio.”

Bogner expanded its Management Board at the end of 2024. In addition to Daniel Hiendlmeier, chief brand officer and managing director since June 2024, Frank Wiesner, CFO and managing director, also joined the Management Board in December 2024. With these appointments, Bogner strengthened its management with two experienced leaders from within the company.

Image courtesy Bogner