First Look: Bogner goes bicoastal with two flagships

Marianne Wilson
Editor-in-Chief
Bogner store New York City
The exterior of Bogner's store in New York City.

A German luxury sportswear brand founded in 1932 by an Olympic skier has opened two U.S. stores.

Building on the success of short-term and pop-up locations on both coasts, Bogner has unveiled flagships in New York City and Los Angeles. The company said the U.S. represents a key growth opportunity for the brand. (The U.S. market currently accounts for about 25% of Bogner revenue.)

Located on Madison Avenue in Manhattan, Bogner’s New York location took its design inspiration from a modern chalet, and features a subdued color palette and natural materials. Raw white oak lines the walls of the 3,500-sq.-ft. store, whose flooring combines white oak and concrete.

Illuminated fixtures in matte black steel accentuate the perimeter for clothing and accessory displays. Austrian blue stone, accented throughout the store in various forms, adds tactile richness to the space.

The Bogner flagship in Los Angeles is located on the city’s Sunset Strip. In a tribute to the city's architectural style, the 2,500-sq.-ft. space is sleek and modern, with simplicity at the core of the design.

A striking central element, known as The Pod and coated in black lacquer, houses the inner workings of the store and mirrors its surroundings, with a windowed wall offering views of La Cienega Boulevard. Custom Bogner video content on a digital billboard faces both inside the store as well as Sunset Blvd., while the abundance of natural light from a glass wall creates a sense of spaciousness.

Minimal illuminated fixtures on the walls highlight the collections. The exclusive use of concrete, steel, and lacquer materials throughout the space maintains a cohesive and contemporary aesthetic.

"This exciting milestone underscores our unwavering commitment to the US market, even amidst the prevailing trend of brick and mortar stores closing,” said Linda Ashman, executive VP at Bogner of America. “It is a testament to our belief in the power of physical retail and our dedication to providing an exceptional in-person experience for our customers.”

Founded by former ski champion Willy Bogner and his wife Maria in 1932, Bogner operates stores in more than 50 countries worldwide.

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