Germany’s largest footwear manufacturer has opened itself up even more to Asia: The first official BIRKENSTOCK brand store in Hong Kong is now selling a comprehensive array of popular premium products made in Germany. Locals, business travelers, and tourists can now experience the particular comfort of the famous footbed for themselves in the renowned Times Square shopping mall. More than 250 models from the latest collection are spread across selling space of around 50 square meters, ranging from timelessly classic sandals, stylish sneakers, and closed-toe shoes for summer and winter to children’s shoes and beach sandals. The portfolio is rounded off by high-quality socks and bags from the legwear and accessories division.

Times Square is one of the largest shopping malls in Hong Kong and also one of the region’s most popular tourist destinations. There is daily footfall of more than 150,000 shoppers visiting upward of 230 premium-brand stores spread across 16 stories and retail space totaling 83,612 square meters. This so-called mega mall is located in the vibrant Causeway Bay district, which is well known for its extensive shopping opportunities. Hong Kong’s Times Square mall also serves as a platform for numerous cultural and artistic events. More than a hundred exhibitions, movie showings, charity events, concerts and launch events are held at the mall every year. The new BIRKENSTOCK store is located in Unit 611-612, 1 Matheson Street, Bowrington, and is open daily from 10 a.m. to 10 p.m.     

Hong Kong’s optimum strategic location makes it a top destination for a company’s increased expansion into Asia. Having traditionally served as a bridge between mainland China and other economic markets in Asia, Hong Kong is one of the entire region’s top retail and finance hubs. In addition to an internal market with a population of seven million, Hong Kong has around 56 million visitors a year, approximately two-thirds of whom are from China. It is they who have made this former Crown colony of the United Kingdom one of the most important tourist destinations in Asia.

After the opening of its first brand store in Hong Kong, BIRKENSTOCK now has three of its own retail stores in Asia together with its recently opened stores in China. The long-standing family-owned enterprise therefore now operates a total of 43 brand stores worldwide in line with its strategy of achieving moderate expansion in the independent retail segment. This strategy is part of a comprehensive sales quality offensive that the company is using to familiarize end customers better with the numerous positive changes to the collection and the presentation of the brand at the point of sale.