Willy Bogner opens in China ski resort

Munich fashion firm Willy Bogner is pushing towards internationalisation with the opening of a new Bogner store at the Thaiwoo Resort near Chongli, China. The resort is located in Hebei Province directly on the Great Wall of China, and extends over 40sqkm, three hours by car from Beijing. Once completed, it will feature 200 ski slopes and 45 lifts and gondolas, fitting snugly with Bogner’s traditional ski and winter sports business.

The store has a sales floor area of 164sqm and has been designed according to the brand’s “Modern Natural” store concept.

As the Chongli Area is considered to be the largest ski resort in China, the Thaiwoo Resort will play an important role at the Beijing Winter Olympic Games in 2022. The Chinese government has declared its intention to attract 300 million winter sports enthusiasts to China for the event.

Bogner CEO Andreas Baumgartner said: “The Thaiwoo Resort is currently completely focused on skiing, the skiing season here lasts over 150 days thanks to the perfect altitude and climate – ideal for a store and the corresponding clothing that Bogner offers.”

Global representation of Bogner currently consists of 19 of its own stores, 33 partner stores and more than 6500 trading partners in more than 50 countries. Together with its partners, Bogner operates more than 100 sites in the Asia Pacific region. The Bogner store at Thaiwoo will be the first partner store there.