BIRKENSTOCK family summer festival in the historic locomotive shed in Pasewalk attracts large crowds
Much has been reported in the media about the construction of the new BIRKENSTOCK factory in the Berlin-Szczecin Industrial Park, Mecklenburg-Western Pomerania. All those who wanted to learn more about the 100-million-euro lighthouse project had the opportunity to find out about the project first-hand on July 2, 2022. For on this day, BIRKENSTOCK had invited the citizens of Pasewalk and the whole region, both adults and kids, to a family summer party. With bratwurst, cool drinks and ice cream, visitors had the opportunity to get their own impression of the brand and the products on the grounds of Historischer Lokschuppen in Pasewalk - and to learn more about future employment opportunities at the production site.
Between 2,500 and 3,000 visitors followed the invitation throughout the day and strolled around the grounds and enjoyed the sunny day and warm temperatures. In addition to the job information desk and a live shoe production, the other free offers and events were also very successful - including water games organized by the youth group of the volunteer fire department. Around 1200 bratwursts were eaten, plus several hundred more kielbasas, meatballs and steaks. Even though visitors had to queue for an hour at the barbecue, this did not dampen the good mood. Neither did the queue in front of the stand where visitors could have leather bracelets made to their own ideas.
“We are overwhelmed by how well our offer was received,” said Jochen Gutzy, Head of Corporate Communications at BIRKENSTOCK. “The summer party in the Lokschuppen was a first step for us to actively approach the people of Pasewalk. We are pleased that we were welcomed with open arms.” Gutzy continues: “It's important to us that we as a brand are known to the people here even during the construction phase and that we are approachable and accepted as part of the community.” The company is currently looking for premises for an office as a permanent point of contact on site.
On the sidelines of the event, Heiko Miraß, Parliamentary State Secretary for Vorpommern and eastern Mecklenburg, handed over the notice of completion of the immission control approval process. This means that BIRKENSTOCK has the necessary permits for the construction and operation of the new plant in Pasewalk. The foundation stone is to be laid as early as August. A total of around 100 million euros will be invested in the construction of the site. Production is scheduled to start in the second half of 2023 with 400 to 500 employees. In the medium term, around 1,000 jobs are to be created.
BIRKENSTOCK is a global lifestyle brand with a universal, inclusive relevance that embraces all consumers regardless of age, social background, ethnic origin and/or gender. BIRKENSTOCK is the inventor of the footbed and is committed to a clear purpose: foot health. The company's shoemaking tradition can be traced back to 1774. Deeply rooted in orthopedics, the brand stands for superior functionality, the commitment to craftsmanship, uncompromising quality and the promise of an ultimate product experience. Boundless well-being - the brand transfers this concept to shoes, sleep systems and natural cosmetics.
With 5,500+ employees worldwide, this traditional, sixth-generation family-run business is also one of the German footwear industry’s biggest employers. BIRKENSTOCK was already using the term “footbed” in the 1910s, giving it the meaning which is commonly understood by consumers all over the world to this day – as a synonym for outstanding comfort when walking and standing. By the early 1970s, BIRKENSTOCK had become a global player. Since 2021, the company is majority owned by L Catterton, the world's largest growth investor focused on the consumer goods industry, and Financière Agache, a holding company controlled by Agache, the holding company of the Arnault family.
Manufactured in Germany, the sandals are sold in more than 100 countries on all continents. BIRKENSTOCK also has a growing range of closed shoes, children’s shoes, and occupational footwear, as well as specialist products for orthopedic retailers, socks, bags, and belts. In 2017, BIRKENSTOCK added sleep systems and natural cosmetics (BIRKENSTOCK NATURAL SKIN CARE) to its portfolio of products. BIRKENSTOCK has 16 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing enterprise also operates its own sales offices in the United States and Canada as well as in Brazil, China, Hong Kong, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United Kingdom, France, Norway, Dubai and India.