Birkenstock opens its very first own retail store in France

Located in the Marais district of Paris, the store is a milestone in BIRKENSTOCK's retail expansion in Europe.

A PERFECT LOCATION

On July 20, BIRKENSTOCK will open its very first own retail store in France. Located just a few steps from Paris City Hall and the Picasso Museum, the two-story space will allow the brand to showcase its core values and enable people to walk the way nature intended.

BIRKENSTOCK has chosen Paris, one of the world's fashion and cultural capitals, and the vibrant Marais district, which perfectly matches its DNA, to kick-start its retail expansion journey in Europe. In this uniquely designed 130-square-meter store,gypsum walls are a reminder that the city was built over ancient quarries of this rock, which is used to make plaster. Leather and cork, which are at the heart of the BIRKENSTOCK footbed, are also prominently featured in this space where the brand will engage with consumers and connect with local communities as well as walking and running enthusiasts. In the basement, an “experience area”, equipped with a giant light box to showcase the latest campaigns, will be used for community events and retail activations.

EXPERIENCE THE NATURAL ACTIVE RECOVERY PACK

For the opening, this space will showcase the brand new NATURAL ACTIVE RECOVERY PACK. Limited to 1,500 pieces and featuring exclusive 250-year packaging, this kit includes the Active Recovery footbed, the special edition Birki Air 2.0, and the all-new cork tools.

Foot health has always been at the heart of BIRKENSTOCK. Following Konrad BirkenstocK's invention of an anatomically shaped shoe last and a flexible insole, called “FuBbett” in the early 19005, Carl Birkenstock described the "System BIRKENSTOCK", a doctrine and practice of orthopedic principles based on "Naturgewolltes Gehen”. His descendant Karl Birkenstock's invention of the Original Birkenstock Footbed, as we know it today, provides natural support, promotes even weight distribution, fully supported arches, and no unnatural pressure points from heel to toe.

The new NATURAL ACTIVE RECOVERY package offers an unmatched foot recovery experience that enhances all current solutions. Building on the fundamental principle of walking as nature intended, which has changed the footwear to today, this new innovation goes further by offering a symbiotic approach that combines both active and passive regeneration for comprehensive recovery. The pack will be available in the Paris store and online before being fully integrated into the BIRKENSTOCK range by 2025.

Before the store opens to the public on 20 July, guests and media are invited to an exclusive preview and brand experience on 18 and 19 July. They will be invited to take part in guided sports sessions with “Distance Athletic”, a Paris-based running community, followed by a moment of recovery with the brand new NATURAL ACTIVE RECOVERY KIT.

THE FIRST STEP OF À GREATER JOURNEY

The opening of the Paris store, the first one in the region in the last 4 years, represents an important step and a reference point in the development of BIRKENSTOCK'Ss retail strategy in Europe. In order to bring the footbed experience directly to consumers and connect with local communities and to share its brand values, BIRKENSTOCK will be opening other own stores in several major European cities over the next few years. This will enable the company to achieve its vision of giving everyone access to the original footbed experience.

Nico Bouyakhf, President & Managing Director BIRKENSTOCK Europe: "This store will help us to connect more personally with consumers. There are many key cities where we are not present in Europe, and we are excited to start our retail expansion in a more meaningful way with an iconic city like Paris and in a renowned location like the Marais, bringing rich storytelling and experience around the footbed in a unique environment that reflects an authentic Parisian flavor.”