Linz am Rhein / Amsterdam, 13 December 2024 – BIRKENSTOCK is elevating its presence in Amsterdam. Following the establishment of a dedicated office and showroom, the iconic footwear brand and inventor of the footbed announces the opening of its first-ever store in the heart of the Dutch capital.

Located at Hartenstraat 16, in the bustling and creative “De 9 Straatjes” (The Nine Streets) district, this 80-square-meter store brings BIRKENSTOCK’s unparalleled function, craftsmanship and timeless designs to one of Amsterdam’s most vibrant cultural hubs. Known for its charming cobblestone streets, independent boutiques, art galleries, and thriving local community, "De 9 Straatjes" is a perfect match for BIRKENSTOCK’s values of quality, authenticity, and innovation.

The opening highlights BIRKENSTOCK’s dedication to connecting with local communities and fostering meaningful engagement. It aims to introduce Amsterdam’s vibrant scene—both loyal fans and new consumers alike—to the unparalleled walking experience of the iconic BIRKENSTOCK footbed.

"With our newest store opening, we establish a presence in a city that reflects BIRKENSTOCK’s DNA of tradition, design, and innovation." says Nico Bouyakhf, President and Managing Director Europe. "Following the opening of our first regional office in Amsterdam last year and bringing distribution under our management, this marks another step in our commitment to the Benelux markets while offering consumers a comprehensive experience of the BIRKENSTOCK brand. As our 36th store in Europe, this opening is part of a broader strategy to expand our retail footprint and strengthen our connection with fans and consumers across the continent, with more locations to come in the future."

After nearly four decades of operating through a local distributor, BIRKENSTOCK assumed direct control of its operations in the Netherlands last year, enabling the brand to serve its Dutch customers directly. This strategic move is part of a broader initiative to enhance BIRKENSTOCK’s retail and wholesale presence while fostering closer connections with partners, customers, and brand enthusiasts.

In the coming years, BIRKENSTOCK plans to expand its footprint by opening additional brand-owned retail spaces in Europe’s most vibrant cities. Through this effort, the company aims to engage with local communities and share its vision of empowering individuals to walk as nature intended.

STORE DESIGN THAT BLENDS HERITAGE AND INNOVATION

The Amsterdam store design pays tribute to BIRKENSTOCK’s heritage and innovation around foot health. Natural materials such as cork, leather, and stone are paired with design elements inspired by the city itself. A cross-shaped cork table—a nod to the three iconic crosses in Amsterdam’s coat of arms—anchors the space, while recycled stone tiles evoke the architecture of the city’s canal houses. These details ground the store in Amsterdam’s rich history while staying true to BIRKENSTOCK’s core values of function, quality, and tradition.

The store’s light-filled interior highlights iconic styles, fresh silhouettes, and exclusive campaigns on a striking feature wall, which also invites visitors to engage with the story around the legendary footbed. A dedicated try-on area allows for a seamless experience of what BIRKENSTOCK calls "Walking as Nature Intended".

From iconic design classics like the ARIZONA, BOSTON, and MADRID to closed-toe designs like the LONDON, HIGHWOOD, and PRESCOTT, shoppers also find seasonal highlights such as boots, Big Buckle styles, selections for Home & Kids along with flexible footbeds, like the Footbed Full Length for Sneakers, and shoe care products. New to the lineup? The recently launched BIRKENSTOCK Care Essentials foot care collection.

OPENING EVENT

To celebrate the opening, BIRKENSTOCK will hold an exclusive opening event, where guests are invited to explore the new space, meet the team, and immerse themselves in the world of BIRKENSTOCK.

To mark the special occasion, BIRKENSTOCK releases a limited-edition store-exclusive of its iconic Boston Suede in a bold Russet Orange. Limited to just 100 pairs, the style will be available only in the Amsterdam store. Adding to the excitement, customers visiting the store can customize their pair of the special edition BOSTON SUEDE or a newly purchased leather item onsite. Artist Mark McDonald will be present, making each shoe a one-of-a-kind keepsake.

During the opening on Thursday and Friday, the store team will be inviting customers to have their individual measurements taken using a state-of-the-art digital foot scanner. This innovative tool measures both foot size and width, offering a unique opportunity to better understand the complexity of our feet and find the perfect fit to experience the unparalleled function and support that BIRKENSTOCK is renowned for.

The store opens its doors to the public on December 13 at 11:00 AM, inviting Amsterdam to experience BIRKENSTOCK’s world-class designs, craftsmanship, and unmatched heritage firsthand.