In the Aoyama quarter, a hip Tokyo section known for its impressive number of inspiring flagship brand stores and first-class restaurants, BIRKENSTOCK presented on the evening of November 28 the new products of the Fall/Winter 2018 season. About 300 hand-picked guests – retail partners, journalists, and influencers from the Japanese fashion scene – experienced the collection’s highlights in a comfortable and personal atmosphere reflecting the brand itself. The models’ looks were created for BIRKENSTOCK by eight Japanese designers especially for the occasion.

The kick-off of the new season is an important strategic milestone for BIRKENSTOCK in one of Asia’s key markets: after being represented exclusively by a local distributor for the past 30 years, traditional BIRKENSTOCK will, starting immediately, be taking on a more active role in Japan. From the beginning of the Spring/Summer 2018 season, Germany’s largest shoe manufacturer will be setting up direct sales in channels with strategic importance for the brand. In doing so, BIRKENSTOCK is duly recognizing the importance and needs of the Japanese market.

In the course of creating a direct brand presence in Japan, the range of products offered will be considerably expanded and aligned even more closely with local customer needs. The collections are to increasingly feature seasonal items, special editions, collaborations with regional designers, and models with designs specially developed for the Japanese market. Moreover, activities with existing sales partners SEED and BENEXY, which have contributed substantially to the success to date on the Japanese market, are to be refocused, strengthened further and supported locally.

To better serve this diverse market and reach new target groups, new partners will also be sought, however. This step is guided by the company’s global sales strategy, which aspires to stronger product and market segmentation at the point of sale. New product lines are also to be increasingly boosted on the Japanese market, focusing in particular on closed shoes (SHOES), children’s shoes (KIDS), and occupational footwear (PROFESSIONAL) as well as legwear & accessories. Moreover, BIRKENSTOCK intends to enable Japanese end-consumers to experience all the facets of the offering as a year-round and premium lifestyle brand even more clearly. This strategy also encompasses expansion of own retail activities as well as the opening of official mono-brand stores in cooperation with retail partners.

“Tokyo has for many years now been the place where important fashion trends for all of Asia and beyond are set. For a global brand like BIRKENSTOCK it is thus especially important to create direct dialog with our customers there and communicate to them our tradition of function, quality, and well-being,” explains Oliver Reichert, CEO of BIRKENSTOCK Group.

The official online shop is also to play a decisive role in positioning BIRKENSTOCK as not only a manufacturer of classic sandals, but also as a provider of sneakers, closed shoes, children’s shoes, occupational footwear as well as bags, legwear, and accessories. At www.birkenstock.com/jp the online shop has been offering since June of this year a comprehensive overview of current collections and the company’s entire product universe – including the new BIRKENSTOCK beds collection and the natural cosmetics line BIRKENSTOCK Natural Care. These two new, recently introduced product lines are also to be launched in Japan in the near future.

Raoul Wortmann, Managing Director of BIRKENSTOCK Japan, manages the Tokyo branch, located in the Aoyama quarter, and is responsible for sales, marketing, customer service, and e-commerce, together with his currently 13-strong team. For three years prior, Wortmann helped establish BIRKENSTOCK’s first regional office in Asia, in Hong Kong. In particular, his experience as an enterprise consultant in the area of business development with a focus on business service management in cross-regional companies served him in good stead.

Address BIRKENSTOCK Office & Showroom:

BIRKENSTOCK Japan Ltd.

14F AO Building, 3-11-7 Kita-aoyama

107-0061 Minato-ku, Tokyo