Rebecca Wayman

BIRKENSTOCK opens its new store doors in central London spot

BIRKENSTOCK is opening its first company-owned UK store on Neal Street in London’s Covent Garden district today.

The BIRKENSTOCK London store encompasses 60 sq ft of retail space on the ground floor. The selection of over 250 footwear styles is the largest in the UK and encompasses sandals and closed shoes for women, men and kids, as well as bags, legwear and accessories.

Leather and cork, materials synonymous with BIRKENSTOCK, appear throughout. Design elements are said to include oversized footbeds sculpted into concrete and framed in leather. Felt also appears in multilayered display units, held together with leather straps.

Oliver Reichert, CEO of BIRKENSTOCK, commented: “It is an essential part of our global retail ambition to open our own stores in strategic, high traffic locations and vibrant neighborhoods.

“London is a key market for BIRKENSTOCK and we are thrilled to open our first store in the artistic and historic Covent Garden neighborhood.”

Reichert added the opening of this store follows a few months of ephemeral stores, allowing BIRKENSTOCK to develop key relationships with global partners.

The design and product selection are said to reflect BIRKENSTOCK’s positioning as a heritage brand with a focus on functionality, diversity and innovation.

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