Cologne, 28th November 2024 – The inventor of the footbed continues to expand its brand presence in its home market of Germany by transforming the previous pop-up store in downtown Cologne into a permanent retail location.
The global superbrand with orthopedic roots is taking another step forward in its European retail expansion strategy with this opening. Most recently, BIRKENSTOCK opened its first standalone store in Paris in July of this year.
Following a complete redesign, the store on Ehrenstraße will reopen on November 28. The creative design pays homage to the brand’s history, interpreting BIRKENSTOCK’s core values—function, quality, and tradition—through inspiring aesthetics. The store design centers on natural materials such as cork and leather—two fundamental components of the original BIRKENSTOCK footbed, the often-imitated yet unmatched core of the brand. The warm color palette of the new retail space reflects the natural materials of the original BIRKENSTOCK sandal, while aluminum accents evoke the tools used in the production process.
A visual highlight of the store is the massive, organically shaped display modules and tables made of cork. The shapes are inspired by brutalist architecture in Cologne, a style that Karl Birkenstock also referenced when designing his first footbed sandals. Rounded edges throughout the store mirror the shape of the anatomically contoured footbed. A rounded wall with a surface made of leather particles offers a unique tactile experience and an organic, natural look. At the back of the store, a focus wall highlights iconic products, new silhouettes, and campaigns while telling the story of the footbed. This flexible retail element functions like an advent calendar, with individual compartments showcasing images and products to create an interactive experience for customers.
On 80 square meters of light-filled retail space, fans of the brand will find design icons such as the ARIZONA, BOSTON, and MADRID, alongside closed shoes like the LONDON, HIGHWOOD, and PRESCOTT. The store also offers seasonal highlights such as the Hook & Loop Series, Big Buckle styles, and products from the Home & Kids collections. New to the assortment is the recently launched foot care line, BIRKENSTOCK Care Essentials. Additionally, customers can discover flexible footbeds and insoles, such as the Footbed Full Length for Sneakers, as well as shoe care products. Also available in the new Cologne store are the photobook “Book of BIRKENSTOCK” and “BIRKENSTOCK – The Evolution of a universal Purpose and Zeitgeist Brand,” both published to celebrate 250 years of shoemaking tradition. These publications provide deep insights into the company’s journey from a family business to a global superbrand, offering a comprehensive historical perspective on BIRKENSTOCK’s legacy and its commitment to foot health.
“With a now permanent store in Cologne, we are strengthening the retail network in our important home market. The Cologne area holds great significance for BIRKENSTOCK, with deep historical roots in the region and part of our team based here for several years. This store represents another step in our European retail expansion and provides a new space for our fans to experience the BIRKENSTOCK brand firsthand,” says Nico Bouyakhf, President and Managing Director BIRKENSTOCK Europe.
The Cologne store is now the 20th BIRKENSTOCK retail location in Germany. Across Europe, the company operates 35 stores. Additional locations in various European cities are planned to bring the footbed experience directly to consumers, foster connections with local communities, and make the brand’s values tangible.
STORE INFORMATION
Address: Ehrenstrasse 5-7, 50672 Köln
Opening Times: Mondays – Saturdays; 10am – 7:00pm
