The moratorium on new orders that was announced by Birkenstock on Oct. 30 last year was formally lifted at the start of the GDS show in Düsseldorf. From last November to this February, Birkenstock stopped taking orders for any of its products, due to bottlenecks in the supply chain.
Birkenstock again recorded a double-digit increase in sales in 2015, as compared to the previous year. The biggest increases came from the U.S. and the Asia-Pacific region. Birkenstock engaged two new logistic partners in December and January to relieve the pressure on its own logistics department. Retail customers and distributors can order again, although the orders that can be placed are still limited.
Birkenstock plans to open an additional 15 mono-brand stores in Europe by the end of this year. The German brand opened two new stores in Vienna last March as well as new stores in Hamburg last August, in Dresden last November and in Stuttgart this February. The existing mono-brand stores in Berlin and Düsseldorf were redesigned and renovated and opened again last November and this February, respectively. Another new store will be opened in Oldenburg on Feb. 23. All the stores are owned and managed by Birkenstock. In total, Birkenstock has 30 mono-brand stores and factory outlets in Germany and Austria.
The brand's shoe collection now accounts for 3-5 percent of the company's total sales. The insoles of the shoes are made in Birkenstock's own factory in Germany, while the rest of the production is made in Portugal.
For autumn/winter 2016/17, Birkenstock presented its first full seasonal collection of socks, made in Turkey by local production partners. A collection of headwear and scarfs was presented for the first time at the GDS. The company has had a dedicated accessories division for these types of products since last July, headed up by Robert Kettenbach.