Birkenstock continues to grow strongly, although not as rapidly as before. According to a report in the Frankfurter Allegemeiner newspaper, which has been confirmed by the company, its global sales are expected to grow by up to 20 percent in the financial year ending next September, reaching a level of between €750 million and €800 million.
A small contribution to the growth is coming from the diversification of the brand's product range. Its new line of expensive beds is sold in 120 stores in the German-speaking countries. A line of natural cosmetics is coming out in the spring, which may represent half of the company's total turnover in ten years' time, according to Oliver Reichert, chief executive of Birkenstock. It will be offered in Birkenstock's mono-brand stores in Germany, and it will be offered by Nordstrom in the U.S. in the autumn.
In the interview, Reichert added that the volume of Birkenstock fakes has been declining since the brand stopped delivering its products to Amazon in 2017.
Meanwhile, the German company has opened a new global office in Paris that will serve as a sort of incubator for special projects and collaborations like the one that Birkenstock has with Rick Owens. The release of the second collection with the American designer coincided with the inauguration of the new Paris office.
Located on rue Saint-Honoré, the new office is called 1774 after the year in which the company was founded. 1774 is also the label of a new premium line that pays tribute to Birkenstock's roots as a manufacturer of anatomic footbeds, well before the launch of its sandals.
With a staff of about 4,000 employees in Germany, Birkenstock continues to manufacture most of its footwear products in-house.