Located in the Marais district of Paris, the store is a milestone in
BIRKENSTOCK's retail expansion in Europe
LINZ AM RHEIN, Germany and
PARIS, July
22, 2024 /PRNewswire/ --
A PERFECT LOCATION
On July 20, BIRKENSTOCK will open
its very first own retail store in France. Located just a few steps from the
Centre Pompidou and the Paris City
Hall, 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
showcasing 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 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. At
the turn of the 20th century, Konrad
Birkenstock developed an anatomically shaped shoe last and
flexible insoles, two of which he soon called "Fußbett." These
innovations form the basis of the "BIRKENSTOCK system." At the
beginning of the 1960s, his grandson Karl
Birkenstock designed the first standardized original
Birkenstock footbed as we know it today. Inspired by natural
walking, it provides the foot with natural support, ensures even
weight distribution, supports the arch of the foot and prevents
unnatural pressure points from the heel to the toes.
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 A 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's 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."
INFORMATION FOR MEDIA
Store Address: 17 Rue des Archives, 75004 Paris
Opening Times: Monday- Saturday: 10:30am – 7:30pm
Store Imagery: TBA
PRESS INQUIRIES
Birkenstock Group B.V. & Co. KG
Burg Ockenfels
53545 Linz am Rhein
Germany
Postal address:
BIRKENSTOCK Group
Lenbach Palais
Lenbachplatz 3
80333 Munich
Germany
LINKEDIN
INSTAGRAM
ABOUT BIRKENSTOCK
BIRKENSTOCK is a global brand which embraces all consumers
regardless of geography, gender, age and income and which is
committed to a clear purpose – maintaining foot health. Deeply
rooted in studies of the biomechanics of the human foot and footed
on a family tradition of shoemaking that can be traced back to
1774, BIRKENSTOCK is a timeless "super brand" with a brand universe
that transcends product categories and ranges from entry-level to
luxury price points while addressing the growing need for a
conscious and active lifestyle. Function, quality, and
tradition are the core values of the lifestyle brand which features
products in the footwear, sleep system, and natural cosmetics
segments. BIRKENSTOCK is the inventor of the footbed and has shaped
the principle of walking as intended by nature ("Naturgewolltes
Gehen").
With around 6,200 employees worldwide, we believe how things are
made matters as much as the product itself. To ensure these quality
standards, we operate a vertically integrated manufacturing base
and produce all our footbeds in Germany. In addition, we assemble over 95% of
our products in Germany and we
source over 90% of our materials and components from Europe. We process our inputs to the highest
environmental and social standards in the industry by operating
state-of-the-art scientific laboratories for materials testing.
In Germany, BIRKENSTOCK runs
operational sites in the states of North Rhine-Westphalia,
Rhineland-Palatinate, Hesse, Bavaria, Saxony, and
Mecklenburg-Western Pomerania Headquartered in Linz am Rhein, the
BIRKENSTOCK Group also operates its own sales offices in
the United States and Canada as well as in Brazil, Japan, Denmark, Poland, Switzerland, Sweden, Spain, the United
Kingdom, France,
Norway, [the Netherlands,] Dubai, Singapore and India.
Birkenstock Group B.V. & Co. KG
Burg Ockenfels, Linz am Rhein, Germany
For further information, please visit
www.birkenstock-group.com.
You can find our online shop at www.birkenstock.com.
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