Birkenstock to open a boutique in Paris

The brand is set to open a flagship store in the Parisian district of Le Marais.

The German footwear brand Birkenstock is significantly enhancing its production capabilities with a 15 million euro investment in Arouca, northern Portugal. This investment aims to establish a new production unit and create approximately 600 jobs.

New production facility

Birkenstock has acquired its long-time supplier S&CC Portugal to build a new factory adjacent to the current facilities, which will be ten times larger. The new 13,000 square meter production unit in the São Domingos industrial zone is expected to be completed by December, replacing the old facility. This expansion will be Birkenstock’s sole production site outside Germany, where the company operates six factories and logistics centers, as reported by The Portugal News.

Strategic goals and market expansion

The Portuguese Agency for Investment and Foreign Trade (AICEP) highlights that by increasing its production capacity, Birkenstock aims to meet the rising demand for its shoes and sandals. Since its stock market debut last October, Birkenstock’s CEO Oliver Reichert has been striving to convince investors of the company’s potential for sustained success. The strategy includes staying fashionable, increasing production capacity in Germany and Portugal, and targeting untapped markets such as China and India.

Financial performance and retail expansion

Birkenstock recorded a 22% revenue growth, reaching 303 million euros in the first quarter of its 2023/24 fiscal year, ending in December 2023. Additionally, the brand is set to open a flagship store in the Parisian district of Le Marais. Although the opening date is still unknown, the store will be located at the corner of Rue des Archives and Rue Sainte-Croix de la Bretonnerie. In France, where the brand has been led by Clémence Genevard for the past year, Birkenstock currently relies on a network of retailers and its own online store.

Headquartered in Linz am Rhein, Germany, Birkenstock currently employs 5,500 people. Since 2021, the brand has been majority-owned by L Catterton and Financière Agache, a holding company controlled by the Arnault family’s Agache.