Birkenstock goes direct to consumer with second U.S. store
Mon 05/08/2019 – 12:09
A sixth-generation, family-run footwear brand with a devoted following has set up shop on the West Coast.
(Author : Marianne Wilson)
Birkenstock Americas has opened its second company-owned U.S. location, in Venice Beach, Calif. It comes after the successful opening of the brand’s first U.S. company-owned retail store, in Manhattan’s SoHo neighborhood, in October 2018.
The California outpost is located on Abbot Kinney Boulevard, which combines a unique blend of stores and restaurants with the independent artistic spirit and beach culture of Venice Beach. Befitting its locale, the store blends an indoor/outdoor feel evoking a contemporary beach bungalow with courtyard. The design embodies the rich history of the brand and incorporates core materials including cork and leather to create a light, bright and naturally comfortable space.
Birkenstock partnered with Southern California artists to add fresh colorful artwork to the store environment. The outdoor courtyard includes a vibrant large scale mural by surf-inspired painter Andy Davis and sculptures of iconic Birkenstock styles made by artist Inga Guzyte of recycled skateboard decks.
“Doing retail as a brand today means entertaining people,” says Oliver Reichert, CEO of Birkenstock, which operates 50 company-owned stores worldwide. “Abbot Kinney Boulevard in Venice Beach, California, is for sure the perfect neighborhood to celebrate our global lifestyle brand. It is a vibrant place that not only gives home to an incredibly large collection of global lifestyle brands and trendsetting retailers but also celebrates life and showcases a new generation of urban artists. Being here will keep our brand vivid and will also create visibility for all the innovations in our collection towards a group of enlightened, highly influential
In addition to Birkenstock’s signature sandal styles, the Venice Beach store features the brand’s growing assortment of products for women, men and kids, ranging from shoes and boots to socks, bags and belts to natural skincare items.