In 1937 he married Maria Lux, an athletic woman who joined his company to design sports apparel in 1932.

Together, they had three children, Rosemarie, Michael, and Wilhelm (Willy Jr.)[1] They established a clothing line led to outfitting the German national ski team at the 1936 Winter Olympics.

[4] Bogner's success as a skier allowed him and his wife, Maria, to establish a clothing line in 1932, that included outfitting the German national ski team at the 1936 Winter Olympics.

His wife's development of stretch pants in the early 1950s led to their adoption by such celebrities as Marilyn Monroe, Jayne Mansfield, and Ingrid Bergman and contributed to the prosperity of the firm.

Bogner Jr. took over the line and oversaw further growth and marketing success until 2014 when its costumes for the German Winter Olympics team drew unfavorable review[6] and the company was seeking a buyer.