Chengdu, China – OCTOBER 17th, 2024: As part of its global growth strategy, BIRKENSTOCK is opening its first own store in the focus market of China. On October 17, 2024, the store will launch with an opening event in the city of Chengdu, which is home to 21 million people and located in the southwest of the country.
On October 17, BIRKENSTOCK will open its first own retail store in Chengdu, the capital of the province of Sichuan in southwest China. The Greater China region, which includes mainland China, Hong Kong and Taiwan, is one of the most important growth regions for BIRKENSTOCK, along with India and Japan.
After the success of the pop-up store in Shanghai’s historic Zhangyuan complex in May 2024, BIRKENSTOCK will now be represented in China with its first permanent store. It is located in the district of Taikoo Li, the urban heart of the metropolis of Chengdu, which is home to millions of people. The area offers a unique mix of retail stores, restaurants, bars, entertainment venues, offices and hotels. The old buildings and narrow lanes of the Daci Temple are integrated into this vibrant and bustling environment. Beautiful red walls with bamboo screens surround the temple and create a tranquil environment in Chengdu Taikoo Li. Until now, BIRKENSTOCK has had a rapidly growing e-commerce business in China.
The store design combines the best of both worlds
The new BIRKENSTOCK concept store combines iconic features of the region with the core values of BIRKENSTOCK – function, quality and tradition – in its store design. Red Sichuan sandstone from local quarries and bamboo elements symbolizing Chengdu’s characteristic bamboo forests are represented in the store. A bamboo tower is the centerpiece of the store. Numerous green plants throughout the retail space are intended to reflect the close connection to nature. The Original BIRKENSTOCK Footbed is projected onto Chinese silk to honor Chengdu’s Silk Road history.
Chinese craftsmanship is also represented with handcrafted details in leather and woven bamboo. Another wall of the shop is completely dedicated to the manufacturing process of the sandals. In this way, customers and fans of the products can immerse themselves in the world of BIRKENSTOCK and experience first hand how craftsmanship and quality “Made in Germany” come to life.
The store in Chengdu presents the current fall/winter 2024/25 collection, featuring the latest interpretations of iconic BIRKENSTOCK styles such as the ARIZONA, BOSTON, GIZEH and MADRID, icons such as the ZÜRICH and TOKIO, closed-toe shoe models, as well as brand-new styles, seasonal colors and materials. The exclusive and strictly limited KYOTO TRADITION sandal, which the premium line 1774 launched to mark 250 years of tradition in shoemaking, is also making its debut in China, alongside the 1774 V collection. The product range is complemented by shoe care products, and the new CARE ESSENTIALS collection will also be available from 2025.
The purpose and zeitgeist brand as an interactive experience
During the launch, fans of the brand can experience BIRKENSTOCK in a variety of ways in the new store. On November 9, there will be DIY workshops and customers can learn interesting facts about shoe care. In a pop-up outdoor area (October 17–20), visitors can walk as intended by nature, relax their feet on sand and grass and discover walking on natural surfaces: the effect of walking as intended by nature (“Naturgewolltes Gehen”) that the BIRKENSTOCK footbed mimics. The aim is to engage with local consumers and cultural communities and to introduce them to the brand’s commitment to foot health and German shoemaking tradition.
INFORMATION ON THE STORE
Address: BIRKENSTOCK, Shop 2212, 2F, Taikoo Li, Chengdu
Opening hours: TBA
- Pop-up outdoor area: October 17–20, 2024
- Shoe care workshops: Saturday, November 9, 2024
