Birkenstock opens first store in Paris
Birkenstock's first Parisian store opens this Saturday. Two-story store with an area of 130 sq. meters is located in the heart of the fashionable Parisian Marais quarter, where interior showrooms, art galleries, fashionable cafes, boutiques.
The store space has plaster walls, and Birkenstock's signature materials - cork and leather - are used to decorate the interior.
According to Birkenstock Europe President Nico Bouyachfa, opening a store in Paris is the first big step in developing the brand in Europe. In the future, the German sandal brand plans to open stores in the capitals of other European countries. Birkenstock added six new stores in the second quarter of the year, bringing its total number of locations to 57. A new store is also planned to open in Shanghai before the end of the year.
The launch of Birkenstock branded retail in Paris comes as the French capital prepares for the 2024 Olympic Games. Although the brand is not directly associated with the Games, the company does not miss the opportunity to showcase the features of its shoes to a wider audience.
To coincide with the store opening, Birkenstock is launching its new “Natural Active Recovery Pack,” a bundle dedicated to foot health that includes an active recovery insole, a pair of Birki Air 2.0 clogs, and cork tools. At the same time, the brand organizes special walks and runs in the Marais area, collaborating with local running communities.
In May, Birkenstock raised its full-year guidance following impressive results for the second quarter of the year - net revenue rose 22% to €481 million. The company announced double-digit sales growth in all regions: Americas - 21%, Europe - 21% and Asia-Pacific 42%, Middle East and Africa. Direct-to-consumer revenue grew 32% in the quarter, while wholesale revenue grew 20% in the period.
The company now expects its full-year revenue at the end of the year could be between 1,77 and 1,78 billion euros, up from a previous forecast of 1,74 to 1,76 billion euros.
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