Bogner appoints Alexander Wirth as Deputy CEO

The German sports and fashion group has announced the nomination of Alexander Wirth as COO and deputy CEO of Bogner. Wirth will start his role in January replacing the legendary alpine ski racer Willy Bogner.

Bogner store in Hanover, Germany - Rüdiger Oberschür

Wirth is currently Managing Director of Ralph Lauren Germany and previously held positions at Burberry and René Lezard.

The Bogner group last year explored the sale of the company for 250 million euros, nearly the annual turnover of the brand. Despite it having several interested suitors, including Permira, Mercedes Benz and Bridgespoint, Bogner found the search led by Goldman Sachs unsatisfactory, and announced in June it would not pursue the sale.

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