By  on August 2, 2005

NEW YORK — Skiwear manufacturer Bogner has named Peter Born, a 20-year veteran, as president of Bogner of America. He replaces Daniel Chirico, who has left the company.

Most recently, Born was head of marketing, distribution and licensing for Bogner GmbH at its Munich headquarters. He will relocate to the company's U.S. offices in Newport, Vt., and report to Willy Bogner, owner and chief executive officer.

"As part of the recent reorganization of BOA, we are now prepared to implement even stronger emphasis on sales and marketing to increase our brand recognition in North America. Peter brings to our team a wide range of expertise and leadership," said Bogner, a former Olympic skier, in a statement.

In a telephone interview Monday, Born said he plans to double U.S. sales to account for at least 40 percent of the company's total business within the next five years. Worldwide, Bogner generated about $160 million in sales last year, with U.S. sales accounting for about 15 percent to 20 percent. Bolstering sales of sportswear, Fire & Ice skiwear and snowboard attire are priorities, he said.

"We have great potential in the U.S. We really have to develop brand recognition on one side, [referring to the sportswear business]. We are pretty famous in the ski business," Born said.

Founded in 1932 by Bogner's father, who was also named Willy and a champion skier, the company has long been known for its innovative skiwear, with stretch ski pants being among the brand's breakthrough products. More recently, it has built a following for its highly stylized, skiwear and outerwear often seen on women in Aspen and other tony snowtop retreats. Now there is a move to build up its sportswear business, which is designed by Bogner's wife, Sonia, a former model. Building sportswear sales in stores such as Neiman Marcus and Bloomingdale's is a priority, Born said.

Born will work closely with the management team of Tino Brandstetter, executive vice president; Steve Cross, vice president of customer services, and Homeira Lane, vice president of sales for women's sportswear.

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