Birkenstock has opened its seventh company-owned retail store in the U.S. in Boston, Mass.
Located at 205 Newbury Street in Boston’s Back Bay neighborhood, Birkenstock’s new location offers the 250-year-old German footwear brand’s growing range of products for men, women and kids including sandals, clogs, sneakers, shoes, boots and socks. The store also features the new Birkenstock Care Essentials collection, marking an expansion into foot care with premium balms, oils, and other products for foot health.
Along with services like BOPIS (buy online pick up in store) and BORIS (buy online return in store), the new shop will also present “The Boston In Boston” – a special community campaign captured by local photographer Steph Larsen. The company said that the campaign “celebrates the pride of Bostonians and their unique style in the iconic Birkenstock Boston clog.”
“Opening our seventh retail store in the namesake city of our iconic Boston clog is a particularly special moment for the brand,” David Kahan, president of Birkenstock Americas, said in a statement. “Boston’s rich history and contemporary energy perfectly align with Birkenstock’s values of tradition and innovation.”
As part of the opening celebrations, Birkenstock noted that it has collaborated with artist Kevin Mirsky to create exclusive artwork commemorating the distinctive character of Boston and Newbury Street. The artwork will be featured on limited-edition tote bags and stickers available as special gifts. On Thursday, Nov. 21, Birkenstock said it will welcome the public with a special reception featuring local bites, drinks, and exclusive gifts while supplies last.
Birkenstock’s new Boston store joins the footwear label’s other company-owned locations in Austin, Texas; Miami, Fla.; Brooklyn, N.Y.; SoHo, N.Y.; Venice Beach, Calif. and Larkspur, Calif.
In an interview with FN in April, Kahan expressed the importance of owned retail for the company. “Our physical stores have been incredibly important. They’re great laboratories to learn from,” Kahan said at the time. “Our history is in true sit-and-fit environments. Having the ability to interact with our brand fans and share the energy of the product is incredible.”
In August, Birkenstock narrowly missed third-quarter sales and earnings expectations. Revenue for the footwear company increased 19 percent in Q3 to 565 million euros, up from 473 million in the same time last year. Net income was 74.6 million euros, or 40 cents a share, for the quarter, up from 63.1 million euros, or 35 cents a share, in the year-earlier period. Analyst had expected revenues of 566 million euros, and earnings of 51 cents per share.
