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Carsten Hendrich Joins Bogner

As head of brand management and communications, he now controls the development of the 80-year-old brand in terms of content and style.

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Carsten Hendrich

Carsten Hendrich

Photo By Courtesy of Bogner

Appeared In
Special Issue
Men'sWeek issue 12/13/2012

OFF THE SLOPES: Carsten Hendrich has been named head of brand management and communications at Willy Bogner GmbH & Co. KGaA. He has also joined the Munich-based company’s executive board. In his new role, the 38-year-old Hendrich is responsible for communications, advertising and public relations, as well as the event, sponsoring and new-media divisions. In addition, he now controls the development of the 80-year-old Bogner brand in terms of content and style.

Prior to joining Bogner, Hendrich spent the past three-and-a-half years working at the Stuttgart-based luxury department store Breuninger, where he served as director of brand and marketing communications.

In other Bogner news, the brand has teamed up with the Omni Mount Washington Resort in Bretton Woods, N.H., to open a pop-up store. Should guests not find the size or style they are looking for, they can use the shop’s computer, with a 60-inch flat-screen monitor, to order from Bogner’s e-commerce site or other Bogner outlets. Their purchases will be shipped to their homes or to the store, depending on the length of their stay.