After a partnership spanning almost four decades, RELAXOR hands over distribution to BIRKENSTOCK

Linz am Rhein (Rhineland-Palatinate)/Amsterdam, February 1, 2023 – A remarkable chapter in the success story of BIRKENSTOCK in the Netherlands is coming to an end and a new one, which promises to be no less successful, is beginning. After almost four decades, RELAXOR hands over distribution to BIRKENSTOCK. Since 1984, the multi-brand footwear and sporting goods importer had distributed the products of the traditional German company in the Netherlands, exclusively again since 2013. From July 1, 2023, the inventor of the footbed will now serve the Dutch market directly – a strategy the company is also pursuing in other focus markets uplifting the presence of the brand and the distribution quality. BIRKENSTOCK is preparing to establish its own sales company and plans to open a showroom in Amsterdam.

“We would like to thank Hilko Hooijer and his team for the good cooperation and the commitment with which RELAXOR has represented our brand in the Netherlands for this very long period of time”, says Fabio Ortega, Vice President Wholesale Europe at BIRKENSTOCK. “The dramatic growth, which is underpinned by a multi-million-euro-investment in the expansion of our production capacities in Germany, and the changed consumer and distribution landscape make it essential for us as a brand to be closer to our consumers in our focus markets”.

To better communicate the complete BIRKENSTOCK story, our main focus is to establish a strong DTC business and a high-quality wholesale distribution in the Netherlands. We will offer our consumers the full range of BIRKENSTOCK, from our iconic sandals to closed shoes, children's shoes, professional products and other categories. Nico-Mehdi Bouyakhf, Managing Director Europe at BIRKENSTOCK: “Now the time has come to open a new chapter of BIRKENSTOCK in the Netherlands, in which we want to align our offering more strongly to the fast-changing local market demands and requirements. The direct distribution offers us the great opportunity to deepen the relations with our customers.”

You’re a customer and you want to learn more about our new distribution setup in the Netherlands? Feel free to reach out to our team via email: Netherlands@Birkenstock.com.