Former PUMA CEO Arne Freundt to Lead BOGNER

Arne Freundt, former CEO of PUMA, will take over as CEO of Willy Bogner GmbH, known as BOGNER, starting on June 1, 2026. Freundt is set to guide the luxury brand's future strategy and continue its global expansion. His appointment comes after the acquisition of a majority stake in BOGNER by Katjes Quiet Luxury GmbH in September 2025.

Freundt's career at PUMA spanned 14 years, during which he held key positions including Chief Commercial Officer and Managing Director for EMEA. His extensive experience is expected to be pivotal in driving BOGNER's growth ambitions under the new ownership structure.

Bastian Fassin, Chairman of BOGNER's Advisory Board, stated Freundt's expertise will enhance the brand's growth trajectory. Freundt shared his enthusiasm for reinforcing BOGNER's status as an iconic luxury and sports brand.