BIRKENSTOCK OPENS RETAIL STORE IN FRANCE

BIRKENSTOCK has chosen Paris, one of the world's fashion and cultural capitals, and the vibrant Marais district, which perfectly matches its DNA, to kick-start its retail expansion journey in Europe. In this uniquely designed 130-square-meter store, gypsum walls are a reminder that the city was built over ancient quarries of this rock, which is used to make plaster. Leather and cork, which are at the heart of the BIRKENSTOCK footbed, are also prominently featured in this space where the brand will engage with consumers and connect with local communities as well as walking and running enthusiasts. In the basement, an "experience area," equipped with a giant light box showcasing the latest campaigns, will be used for community events and retail activations.

For the opening, this space will showcase the brand new NATURAL ACTIVE RECOVERY PACK. Limited to 1,500 pieces and featuring exclusive packaging, this kit includes the Active Recovery footbed, the special edition Birki Air 2.0, and the all-new cork tools.