Welcome to Paris, Birkenstock. On July 20, the beloved fashionably functional shoe brand will open its inaugural Paris store. And it’s much more than just another place to cop the Birkenstock’s quality clogs (its beautiful hybrids, too).
“2024 is a special year for BIRKENSTOCK as this is the year we celebrate 250 years of shoemaking tradition. What better way to celebrate this than by setting up our first retail store in Paris”? Nico Bouyakhf, President and Managing Director Birkenstock Europe, tells us.
“Our objectives for the new store go far beyond business potential: We want to be present everywhere in Europe where it’s relevant to our stores and be able to connect with the local communities. The new store in the Marais district has been conceptualized with the aim in mind to give our loyal brand fans and those to become yet fans the chance to experience the brand and, after all, the original BIRKENSTOCK footbed, the core of everything we do, firsthand. It just feels right to be present here with our own store in this city. “
Indeed, Birkenstock’s new store will be located in Paris’ charming Marais district, the place to go for trendy shops and historic sightseeing — and now shop the no-fail Boston clogs straight from the source, too.
Inside Birkenstock’s Paris two-story space, creamy gypsum walls stack up, celebrating the centuries-old personality of the brand’s new home. At the same time, classic Birkenstock elements, like leather and cork, can be found throughout the store, speaking to Birkenstock’s soul…and soles, for the matter.
As ample cushy slip-ons and timeless sandals greet customers on the main level, the store’s basement supplies more of an experiential vibe, there to showcase current campaigns and encourage intimate socializing during in-store events.
Again, in a perfect world, Birkenstock’s new store strives to be more than a cool spot to cop both classic and deliciously luxe Birks. Bouyakhf says, “We aim that our stores become a cultural hub and a go-to destination for both locals and tourists seeking to shop their favorite Birks and experience the principle of ‘Naturgewolltes Gehen’ (‘walking as intended by nature’), which is the core of our brand purpose.”
“Today, contemporary retail concepts need to go beyond solely transactional objectives. We envision this store will help us foster a deeper connection with the local community. We want to provide a space for meaningful engagements with consumers, fans, and our partners where they can experience the unique versatility and breadth of a brand with a 250-year-long history, try out our newest products, get access to exclusive drops, local collaborations, and dive deep into the world of the footbed.”
Birkenstock Paris symbolizes the brand’s first major step in its retail strategy, which right now includes expanding in Europe with several more stores over the next few years.
“We have recently completed a significant transformation process in Europe, enhancing and refocusing our distribution network. By taking direct control of the business in many markets previously managed by distributors, we are now closer to our consumers than ever before. Consequently, we are witnessing strong momentum to expand our retail presence, not only in France but throughout the entire region. Paris marks the beginning of our European retail expansion and serves as a reference point for this new era,” Bouyakhf says.
“Our positioning is strongly based on the core of our product philosophy and purpose. We like to be perceived as a revered global brand rooted in function, quality, and tradition dating back to 1774, guided by a simple yet fundamental insight: human beings are intended to walk barefoot on natural, yielding ground.”
The commitment to quality and consistency obviously remains the same and so has Birkenstock’s main focus, functionality. “It has been rather fortified and specified in a more tangible way. This helps us in many ways to explore the full potential of the BIRKENSTOCK brand and tap into white spaces,” Bouyakhf says.
“The awareness of who we are, the respect for the legacy of the brand, and its purpose serve as a compass in everything we do, whether that be innovations like our Active Recovery Concept, our Blue Footbed standalone insoles for sneakers, our collaborations with the fashion world, or when opening new retail spaces.”
In comparing today’s Birkenstock to yesterday’s, Bouyakhf believes that the brand is more aware of its product legacy and core values than ever before. He adds, “In the past years, we have done extensive research on the brand’s history, our products, and the philosophy behind them.”
“This knowledge helps us be even more consistent and purposeful, but it also gives us the confidence to be innovative, flexible, and cater to the specific needs of our consumers without compromising on our core brand values. Our new store in Paris epitomizes this, showcasing our latest collections that are as aesthetically pleasing as they are functional.
“If you were to ask about the future of BIRKENSTOCK, I would tell you that we are expanding how our consumers can benefit from the functionality of our footbed. We’re introducing orthopedic products that open up new possibilities, such as standalone sneaker insoles or innovative solutions supporting recovery after intense sports activities.”
On the subject of foot health, Birkenstock Paris will launch a Natural Active Recovery Pack, featuring the brand’s Active Recovery footbed, the Birki Air 2.0 (not Nike-associated), and brand-new cork tools.
The pack will drop during the Paris store’s opening day and will be limited to just 1,500 pieces. But don’t fret if you can’t make it to Paris. Birkenstock’s Natural Active Recovery kit will also release on the label’s website, followed by an even wider rollout before the year ends.
Birkenstock Paris feels like a very fashion-forward flag in the ground from a brand that is very proudly function-first. With its wonderfully modern decorum and Birk-lined walls, it mirrors Birkenstock’s current state as a brand.
“We stay true to the core of our brand and products, and we will always be. Over the decades, this has created an enduring connection with our consumers, who recognize us for functionality, craftsmanship, German engineering, uncompromising quality, and a differentiated product experience,” Bouyakhf explains.
“We are aware of the change in perception of BIRKENSTOCK in the last few decades from a solely functional product to a lifestyle product that also speaks to consumers with a more fashion-oriented attitude. But frankly, this is not something we drive in any way, but rather an evolution of how the world perceives us. If you look back into fashion history, there are many examples of functional products that evolved beyond their original function and became iconic elements of modern style and all-time fashion staples. Just think of a Levi’s 501 or sportswear products.
“Surely, we try to cater to the demands of our consumers, and we are also keen on making sure we keep on creating innovative products that serve both functionally and aesthetically — but everything at BIRKENSTOCK starts and ends with the footbed. We are not following fashion trends and never will be because our community loves us for the functional benefits our footbed provides.
“That is also what allows us to stay relevant and desirable in a fast-paced fashion world while remaining true to our roots. Our brand is deeply rooted in function, quality, and tradition and we believe that we managed to translate these attributes into the design of our Paris store in a contemporary and appealing way.”