BIRKENSTOCK scored quite a coup at last year’s furniture fair in Cologne – in presenting a bed collection which was held in high regard by the industry, the retail sector, and the media, Germany’s largest footwear manufacturer demonstrated that its well-being expertise is most certainly not limited to the areas of walking and standing. The long-standing German company showcased the fruits of its partnership with the Austrian furniture manufacturer ADA at the leading international furniture fair: six high-quality beds and specially developed slatted frames and mattresses boasting especially high functional standards.
In the same way that BIRKENSTOCK’s sandals and enclosed shoes deliver unparalleled comfort, the anatomical sleep systems offer outstanding comfort when lying down and sleeping, laying the foundations for restful and healthy sleep and well-being. With a year having now passed since this presentation, sales in the DACH region (Germany, Austria, and Switzerland) are up and running, and the first sleep systems have been delivered. As an expression of their gratitude, BIRKENSTOCK and ADA invited the retail partners and important industry representatives to a laid-back chillout event held at Cologne’s Rheinau harbor during the imm cologne fair.
Some 200 guests took the opportunity to round off the first day of the fair in a cozy atmosphere characterized by naturalness. The invited specialist retailers, journalists, and bloggers were able to gather their strength for the weeklong fair while enjoying refreshing drinks, good lounge music, and live cooking. At the same time, the guests were able to gain a comprehensive overview of the BIRKENSTOCK product universe comprising not only sandals and enclosed shoes, but also socks, belts, bags, and natural cosmetics – and not forgetting the sleep systems. They were explicitly encouraged to test the exquisite special-edition models of the BIRKENSTOCK BED COLLECTION which came in shades of green – for guaranteed well-being from tip to toe.
“This event is our way of thanking all the retail partners who have assisted us on this journey so far,” says Oliver Reichert, CEO of the BIRKENSTOCK Group. “We consciously chose not to launch any new products this year. Having successfully established our network of retailers, we now want to initially focus on supporting our existing partners. Another item on our agenda for this year is international expansion.”
Following the successful start of the partnership with the Austrian premium manufacturer ADA at the beginning of last year, the exclusive sleep systems and beds performed well in retail from the word go. The products have now been available to end customers in Germany, Austria, and Switzerland since last fall. The sales figures to date have exceeded expectations. And the customers are not only interested in the beds or the entire sleep systems, but are also buying the mattresses separately. With the mattresses constituting the functional heart of the BIRKENSTOCK BED COLLECTION, this suggests that BIRKENSTOCK’s and ADA’s products have struck a chord with the customers.
The sales network comprises approximately 100 retail partners in Germany, Austria, and Switzerland. These are specialist retailers and furniture stores that meet the criteria regarding the brand-compliant presentation of and giving comprehensive sales advice on the high-quality products. The next step will be the further international expansion of the points of sale. In the first instance, this will be in France and the Benelux countries in Europe, and in the U.S. market.
For more information on the BIRKENSTOCK BED COLLECTION, visit the ADA booth (M011) in Hall 10.2 at imm cologne 2018 from January 15 to 21.
