The Birkenstock Group is expanding its presence in Asia and is now taking over sales in South Korea independently. With the launch of a country-specific online shop on October 23rd, the brand is aiming for more intensive market development. According to Birkenstock, South Korea offers great potential, especially when it comes to addressing a younger target group.
To support online sales, a wide range is offered, including seasonal and timeless models as well as exclusive designs for the Korean market. The “My Birkenstock” membership program is also being introduced to strengthen customer loyalty.
The brand strategy envisages a repositioning in the premium segment, with a focus on regional content and collaborations with local artists and influencers. Raoul Wortmann, Managing Director for Japan and Korea, will lead operations in South Korea and is committed to expansion in the coming years, including opening its own stores in spring 2025.