With this move, Germany’s largest shoe manufacturer is taking a step into one of the most important growth markets worldwide // Distribution of the iconic sandals with the famous footbed has now started with the opening of the first mono-brand store and via the official BIRKENSTOCK online shop.
Delhi, February 2020 – As part of its international growth strategy, the family-owned company with a rich tradition is now expanding its global footprint to India. Since the high-quality products from Germany have not yet been sold on the local market via trade partners, BIRKENSTOCK is now presenting itself to Indian consumers as a premium lifestyle brand synonymous with quality, function, and overall well-being for the first time.
A number of mono-brand retail stores are planned to open in an international premium brand environment in the country’s top shopping locations. The first opening at Terminal 3 of the Indira Gandhi International Airport in Delhi started the ball rolling on January 27. Additionally visitors can already gain an overview of the company’s comprehensive range of classic sandals for men, women and children and closed shoes, as well as the feminine models from the Papillio range at the official online store at www.birkenstock.in .
Thus BIRKENSTOCK will create a holistic brand experience and provide additional inspiration at the point of sale while at the same time doing justice to the major significance of the Indian market. By expanding sales activities over the medium term, including in the form of partner-operated retail concepts and shop-in-shop concepts for retail partners in the premium segment, the company is underscoring its growth ambitions in the region.
“It’s precisely the right time for us to enter the Indian market. A booming, brand-compatible retail environment meets a strong consumer demand for genuine quality. We expect India to become one of the five most important markets for BIRKENSTOCK within the next few years, since we offer the perfect products for the current spirit of the times and lifestyle in this country,” says Oliver Reichert, CEO of the BIRKENSTOCK Group.
Jens Hattab, Regional Managing Director Middle East Africa India for BIRKENSTOCK, has been preparing the company’s entry into the market together with his staff. He is responsible for the business growth and the general operations in this area and gained more than 20 years of experience in the international footwear and fashion business in this region of the world. Most recently, he worked as managing director and distributor for various renowned international brands.
Vinay Bansal is taking on the role as BIRKENSTOCK Managing Director India and will lead the business and his team locally. Due to his previous experience in the international brand business in India and beyond, he has profound knowledge of the market.
BIRKENSTOCK is now available to its Indian sales partners to answer any questions they may have regarding collections and potential partnerships through its showroom and regional office in Gurgaon, located in the greater Delhi area.
ABOUT BIRKENSTOCK
BIRKENSTOCK is a global lifestyle brand with a heritage in iconic footwear, rooted in the creation of the BIRKENSTOCK footbed that can be traced as far as 1774. The notion of quality and function guides the brand in all its actions and across categories. The concept of all-round wellbeing is developed into footwear, sleeping systems and Natural Cosmetics, increasingly translating the lifestyle vision of the brand heritage. With more than 4,300 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. Manufactured in Germany, the sandals are now 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. The company is headquartered in Neustadt (Wied). BIRKENSTOCK has 13 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing family-owned enterprise also operates its own sales offices in the United States and Canada as well as in Brazil, China, Hong Kong, Japan, Denmark, Spain, the United Kingdom and Dubai.
Birkenstock GmbH & Co. KG
Burg Ockenfels, Linz
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