On 28 May, BIRKENSTOCK introduces its second full-price store in the Netherlands. Following the successful debut of its first Dutch store in Amsterdam last year, the brand now turns to The Hague—connecting with a community that values authenticity and design.

Located on Hoogstraat, in the heart of The Hague’s prestigious royal shopping district, the new store offers a unique blend of historic charm and upscale retail for brand enthusiasts and new footbed lovers. The opening reaffirms the brand’s commitment to bringing its values of tradition, quality, and function to life in the Netherlands.

The new space marks the latest milestone in BIRKENSTOCK’s strategic retail expansion across Europe, offering customers a firsthand experience of the legendary footbed and the brand’s purpose-driven approach to footwear.

A DESIGN ROOTED IN HERITAGE AND INNOVATION

BIRKENSTOCK’s unique two-level store draws subtle inspiration from the city’s heritage. It blends the bold geometry and rich materials of early 20th-century Art Deco with the functional elegance of The Hague School (De Haagse School). Historic stained-glass windows—with their vivid colors and clean lines—embody a fusion of modernist ideals and traditional craftsmanship. The dazzling windows remain a testament to the era’s artisanal craftsmanship, while the influence of the late 19th-century Dutch design movement—rooted in realism and minimalism—is equally evident. The store’s interior reflects this blend of aesthetics and BIRKENSTOCK’s signature simplicity and orthopedic legacy—honoring the city’s distinct architectural language, while staying true to the brand’s values of function, quality, and tradition.

Wavelike, rounded walls and dark cork meet brushed steel accents, evoking the visual harmony of the footbed’s silhouette and its natural materials, while taking cues from the production process. Walls with textured plaster, wooden floors, and natural materials like leather and cork underscore the brand’s tactile authenticity. A key focal point of the store is a custom-designed stained-glass artwork above the entrance, paying tribute to The Hague’s tradition of storytelling through light and color while narrating the legacy of the original BIRKENSTOCK footbed.

Inside, storytelling continues through footbed-inspired railings and integrated display elements that showcase orthopedic innovation and product craftsmanship. The light-filled interior invites visitors to explore the brand’s evolution. Eye-catching visuals, refined metal details, and curated lighting elevate the overall experience.

Spanning 80 square meters on the ground floor and 50 square meters on the upper level, the store is designed to serve both loyal fans and a new generation of BIRKENSTOCK consumers. The ground floor houses the main product display and a sculptural cash desk. Upstairs, guests can discover and try on the collection while relaxing on a comfortable, oval-shaped seating element.

The product offering includes signature styles like the ARIZONA, MADRID, and BOSTON, as well as closed-toe silhouettes and seasonal highlights. Shoppers will find the Exquisite collection, Big Buckle styles, water-friendly EVA options, and selections for home and kids. A full range of shoe care products and flexible footbeds—including the Footbed Full Length for Sneakers—round out the offering. The footcare line, CARE ESSENTIALS, inspires to explore BIRKENSTOCK’s expertise in foot health beyond footwear.

BUILDING ON A NEW CHAPTER IN THE NETHERLANDS

With this new retail space, BIRKENSTOCK brings its footbed to The Hague’s vibrant scene and invites visitors to experience the brand firsthand—connecting with both loyal customers and new communities alike.

This opening builds on BIRKENSTOCK’s growing presence in the Benelux region. After taking over direct operations in the Netherlands, the brand continues to strengthen its connection with the local market—ensuring its values of quality, function, and innovation are reflected in every touchpoint. This strategic move is part of a broader initiative to enhance BIRKENSTOCK’s retail presence while fostering closer ties with partners, customers, and brand lovers. By embedding its principles into local environments, BIRKENSTOCK continues to inspire humans to “walk as nature intended” across some of Europe’s most inspiring cities. BIRKENSTOCK currently operates 40 own stores in Europe, including its latest addition in The Hague.

To mark the opening on 28 May, BIRKENSTOCK invites everyone to discover its timeless designs and legendary walking experience while enjoying an exclusive in-store coffee experience, serving artisan coffee, matcha and cold drinks from a café station on the upper floor. Early visitors and valued members will receive exclusive gift bags to celebrate the occasion.