Birkenstock to open two new London stores in 2025 as UK sales soar

Birkenstock is set to expand its retail presence in London, with two new stores slated to open this year as it UK sales outperformed expectations.

The footwear brand’s new stores, which will be located on King’s Road and in Shoreditch, are part of its strategy to bolster its direct-to-consumer business. The King’s Road location will be a permanent store, while the Shoreditch site will operate as a pop-up.

Birkenstock’s recent financial performance shows strong momentum in the UK, with turnover rising by 25% year-on-year to £59.8m in the 12 months to 30 September 2024. The company also reported a 42% increase in operating profit, reaching £1.9m.

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Wholesale sales have been a major contributor to this success, accounting for 88% of total sales. The business saw a 24% increase in wholesale revenues, driven by strong partnerships with retailers like Schuh and Office.

Looking ahead, Birkenstock is forecasting continued growth for the 2024/5 financial year, with sales in its core product lines, including sandals, boots, and shoes, surpassing initial expectations.

A statement from the board said: “Birkenstock UK has achieved significant revenue growth in a challenging economic environment, underscoring the strength of its brand and business model.

“While profitability was impacted by rising costs and strategic investments in retail expansion, the company achieved revenue growth in 2024 and this is looking to continue into 2025.

“By leveraging its vertically integrated operations and strong wholesale partnerships, the company remains resilient amidst market challenges and poised for future success.”

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