German luxury ski and fashion brand BOGNER has taken a significant step in its Canadian growth strategy with the appointment of Borys Paterson as its new Sales Manager for Canada. The move marks a shift in how the 94-year-old Munich-based brand engages with the Canadian market — one that will now see dedicated leadership within the country for the first time.
“This is the first time Bogner has hired a Canadian-based Sales Manager to directly oversee and grow the brand within this market,” said Linda Ashman, Executive Vice President of BOGNER of America. “We are excited to bring Borys’ expertise to the Canadian market. He has worked successfully with similar brands, and we look forward to his contributions to BOGNER as we continue to grow in the region.”
For Paterson, the new role is more than just a career move — it’s a long-awaited opportunity to represent a brand he has worked with and admired for years. “I’ve wanted to be with BOGNER for a long time,” said Paterson in an interview. “I have worked with the brand when I was a buyer at Alterra Mountain Company. Bogner has had a presence in Canada for decades, and there’s always been strong demand here.”
From Wholesale to Wider Horizons
Traditionally, Bogner has been available in Canada through third-party distribution, and most of its visibility has been centered around ski resort towns. The brand is currently available at several high-profile retailers including Sporting Life, Harry Rosen, Petra Karthaus at Manulife Centre in Toronto, as well as dedicated locations in Whistler, including a BOGNER boutique and the seasonal BOGNER Fire + Ice store.
He added that while the current priority is to strengthen relationships with existing wholesale partners, there’s also interest in introducing Bogner’s broader lifestyle collections to urban markets like Toronto, Vancouver, and Montreal — cities where ski apparel is only a seasonal focus but where luxury consumers are increasingly seeking year-round offerings.
Deep Industry Experience
Paterson brings a wealth of experience to the role. Most recently, he served as the exclusive Canadian partner for HEAD Sportswear GmbH, a premium Austrian brand with a strong performance wear heritage. He also previously represented the Vuori brand in Ontario and was instrumental in placing it at Holt Renfrew and other leading Canadian retailers.
With over 12 years of experience in luxury fashion and sportswear, Paterson has cultivated a strong reputation within the industry. “My experience spans both sides of the industry — as a buyer and as a brand rep,” he noted. “I know what Canadian retailers are looking for, and I also understand the nuances of how global brands can resonate in this market.”
A Legacy Brand with Modern Momentum
Founded in Munich in 1932 by Nordic ski champion Willy Bogner Sr. and his wife Maria, Bogner began as an importer of Norwegian ski gear before evolving into a global fashion force. Maria Bogner famously revolutionized alpine style in the 1950s with her stretch ski pants, worn by icons like Marilyn Monroe and Ingrid Bergman.
The brand’s signature “B” zipper pull, introduced in 1955, became a symbol of ski sophistication. Under the direction of their son Willy Bogner Jr., an Olympic skier and filmmaker, the company expanded into tennis, golf, and lifestyle apparel. Bogner Jr.’s 1986 cult classic ski film Fire and Ice helped inspire the brand’s more casual, youth-oriented BOGNER Fire + Ice line, which remains part of the brand’s offering today.
Canada’s Evolving Luxury Landscape
Bogner’s renewed focus on Canada comes at a time when the country’s luxury retail market is undergoing significant transformation. Consumers have demonstrated an increased appetite for lifestyle brands that merge sport, travel, and fashion.
Paterson noted that Canadian consumers are becoming more sophisticated in their tastes. “There’s definitely a demand here for heritage luxury brands with real authenticity,” he said. “BOGNER fits that perfectly — it’s not just about looking good on the slopes; it’s about embracing a luxury lifestyle year-round.”
The BOGNER Fire + Ice collection, which offers a slightly younger and more accessible price point, will also play a key role in broadening Bogner’s Canadian appeal. “It’s not ‘youth’ in the trend-chasing sense — it’s youthful in spirit,” said Paterson. “That’s important for expanding our footprint and attracting a broader demographic.”
