[Asia Economy Reporter Jang Hyowon] BOGNER, a brand of Vog International (CEO Ha Hyun), a subsidiary of Kookbo listed on the KOSPI, announced on the 27th the launch of the premium outdoor brand 'FIRE+ICE' to celebrate its 20th anniversary in Korea and 90th anniversary in Germany.
Starting this year, Vog International is officially launching 'FIRE+ICE' as a separate brand and is undergoing a major renovation. Through this, they plan to solidify the brand position of 'BOGNER'.
The 'FIRE+ICE' brand began its first campaign in 1989 in Germany under the motto "Join the Tribe" and has received great response from locals in Europe, including Germany, as a premium outdoor brand with a free-spirited sensibility. In particular, it proposes technical casual wear that can be used for various leisure and lifestyle activities regardless of location such as mountains, sea, or daily life.
To mark the 20th anniversary, BOGNER is conducting various events. Through broadcasts and commemorative events, they aim to strengthen their position as a luxury premium brand and understand and satisfy the needs of domestic consumers.
'BOGNER' is a brand born in 1932 by Willi Bogner Senior from Munich, Germany. Willi Bogner Senior, a ski jump and cross-country athlete, achieved many victories including 11 wins in the Nordic combined event at the German championships. His passion for sports led to the combination of a business importing ski equipment and knitwear products, which became the origin of 'BOGNER'.
The traditional and historic brand 'BOGNER' operates its business through 47 worldwide channels across Europe including Germany, the United States, and Asia.
Vog International launched BOGNER golf wear in Korea in 2002 through an exclusive license and is present in major branches of the five major department stores: Lotte, Shinsegae, Hyundai Department Store, Galleria, and AK. In particular, it is explained that the brand shows high consumer preference in key areas such as Gangnam, Apgujeong, Trade Center, Myeongdong in Seoul, and Centum in Busan, where high-end customers and luxury stores are concentrated.
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