The products will be sold independently in future in order to give discerning consumers access to a broader range and convey a fresh brand image. The launch of the company’s own online store is the first step, with the opening of own stores and expansion with selected department stores set to follow in spring 2025.
Consumers in South Korea are considered to be particularly online-savvy, so it is a perfect opportunity for the launch of the brand’s own e-shop marking its entry into direct sales. The range includes an extensive range of seasonal and timeless styles from the brand.
The new sales launch is accompanied by a repositioning of the brand in South Korea in the premium segment with a focus on a younger consumer target group. Birkenstock plans to expand brand awareness via regional content on the website and local social media channels, as well as through collaborations with selected local artists, fashion brands and influencers.
