Willy Bogner GmbH has named Arne Freundt as its new chief executive officer, starting on June 1.

The German luxury brand said Freundt, along with the existing management team, will be responsible for shaping the future strategic direction of Bogner.

The brand, owned by the Munich-based Bogner family, sold a 60 percent majority stake in the company to Katjes International GmbH & Co. in August. The family, which retains a 40 percent minority interest, continues to be involved in the strategic direction of the company. Former CEO Gerrit Schneider left the company at the end of 2024 after five years and the position was kept vacant to fill it as part of the new ownership structure.

“With Arne Freundt, we have successfully attracted one of Europe’s most experienced experts in the sports and lifestyle sector,” said Bastian Fassin, chairman of Bogner’s advisory board. “His long-standing experience in executive and management functions combined with his extensive global sales expertise at Puma make him ideally suited to drive the next phase of Bogner’s international growth.”

Freundt said: “Bogner is an iconic brand with a unique alpine heritage, standing for luxury sports and the highest quality. I look forward to helping shape the brand’s next chapter…and to further strengthening its relevance as a global luxury brand.”

Freundt spent 14 years at Puma, serving as CEO until April 30 last year. He held various global leadership positions at Puma, including chief commercial officer and managing director of Europe, the Middle East and Africa, the firm’s largest region.

Bogner is known for its upscale sportswear and luxury snow sports apparel. The company was founded in 1932 as an importer of skis by Olympic skier Willy Bogner Sr. His wife, Maria, was known for creating and designing the brand’s skiwear. Their son Willy Jr. and daughter Florinda are the company’s minorty owners. Willy Jr. retired from the day-to-day operations in 2019. Together with his wife Sônia, a designer who founded her eponymous label, introduced the snowboard-inspired brand Fire + Ice. Sônia died in 2017. Willy Sr. passed away in 1977 and his wife Maria died in 2002.