‘Athluxury’ sports fashion brand announces first standalone store in Mayfair

Renowned German ‘athluxury’ sports fashion brand BOGNER has opened its very first standalone concept store in the UK in collaboration with The Bergladen Group.

Launched on 1 December, the five-storey retailer, situated in the heart of Mayfair on 14 Dover Street, offers personalisation, private shopping and exclusive access to collections only available through the BOGNER London store.

Established in 1932 by Willy Bogner in Munich, Germany, BOGNER is an internationally successful lifestyle company and “leading” in exclusive sports fashion, luxury sportswear and designer fashion.

It is celebrated for its fusion of fashion and functionality and worn by icons such as the late Lady Dianna, Princess of Wales, James Bond and Taylor Swift. Over its 90-year history, the brand has evolved into a “global pioneer” of high-performance sports fashion.

BOGNER London will offer a curated selection of seasonal collections that integrate fashion and sports across a wide variety of attire and accessories for on or off-mountain adventures and everyday wear.

The London concept store, which will become permanent next year, follows other new global launches, with stores opening in New York and Los Angeles this month, after resounding success with short-term and pop-up locations on both coasts.

CEO of BOGNER, Gerrit Schneider, commented: “We are delighted to announce the global expansion of BOGNER, with the opening of our flagship store in London’s prestigious Mayfair district. This exciting endeavour represents a significant milestone in our brand’s journey, reflecting our commitment to timeless elegance and uncompromising quality.”

Today, BOGNER continues to offer a wide range of exclusive sports fashion, from sportswear such as ski apparel and or golf wear to outerwear and accessories for men, women, and children. Each item incorporates high-performance materials, embodying the brand’s commitment to both style and functionality.


By Matthew Neville – Senior Correspondent, Bdaily

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