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04.05.2022

BIRKENSTOCK continues to boost the quality of its distribution network

Clear commitment to German shoe retailers / Wholesale remains a key pillar in the sales strategy

 

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In its sales strategy, BIRKENSTOCK now focuses even more on the wishes and needs of its customers. This is why the global footwear and lifestyle brand is continuing its mission to boost the quality of its distribution network that began in 2016 and is developing it further with the aim of becoming even more consumer-focused. In doing so, BIRKENSTOCK also takes into account the changed shopping behavior of consumers, who nowadays expect improved curation efforts from brands in retail stores, as well as an authentic brand, product and service experience.

With this goal in mind, BIRKENSTOCK carefully analyzed its current distribution structures. BIRKENSTOCK mostly focused on the quality of the of brand presentation at the POS, the brand environment, the quality of service and advice, and also the willingness to support new strategic product initiatives. As a result, the supply agreements with around half of the wholesale partners will be discontinued. This primarily affects inactive retailers who have not placed any orders in the past two years or have only ordered very small quantities, as well as retailers who no longer meet our minimum standards for brand presentation.

With around 2,000 retail partners, BIRKENSTOCK will continue to be widely represented in Germany. As regards sneakers, outdoor footwear and kids’ models, BIRKENSTOCK is currently approaching new distribution partners. For BIRKENSTOCK, the wholesale channel is and will remain a key pillar of its sales strategy, and one that is on an equal footing with the direct-to-consumer channel.

Already in June 2016, BIRKENSTOCK launched an initiative to boost the quality of its distribution and adapted the marketing of its products worldwide to the respective market conditions in order to ensure a uniform brand representation worldwide. Key aspects of the initiative were the restructuring of purchasing conditions and the introduction of recommended retail prices in all markets. These measures were accompanied by substantial investments in the global brand presence and the fight against brand piracy.

Contact - News Birkenstock

About BIRKENSTOCK

BIRKENSTOCK is a global brand which embraces all consumers regardless of geography, gender, age and income and which is committed to a clear purpose - maintaining foot health. Deeply rooted in studies of the biomechanics of the human foot and footed on a family tradition of shoemaking that can be traced back to 1774, BIRKENSTOCK is a timeless «super brand» with a brand universe that transcends product categories and ranges from entry-level to luxury price points while addressing the growing need for a conscious and active lifestyle. Function, quality and tradition are the core values of the lifestyle brand which features products in the footwear, sleep systems and natural cosmetics segments. BIRKENSTOCK is the inventor of the footbed and has shaped the principle of walking as intended by nature (“Naturgewolltes Gehen”).

With around 6,200 employees worldwide, we believe how things are made matters as much as the product itself. To ensure these quality standards, we operate a vertically integrated manufacturing base and produce all our footbeds in Germany. In addition, we assemble over 95% of our products in Germany and we source over 90% of our materials and components from Europe. We process our inputs to the highest environmental and social standards in the industry by operating state-of-the-art scientific laboratories for materials testing.

BIRKENSTOCK runs operational sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, Saxony, and Mecklenburg-Western Pomerania. Headquartered in Linz am Rhein, the BIRKENSTOCK Group also operates its own sales offices in the United States and Canada as well as in Brazil, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United Kingdom, France, Norway, the Netherlands, Dubai, Singapore and India.

Birkenstock Group B.V. & Co. KG Burg Ockenfels,
Linz am Rhein, Germany

You can find our online shop at www.birkenstock.com

Contact - News Birkenstock

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