In pictures: Birkenstock opens King’s Road store

Birkenstock has opened the doors to its fourth London store on the King’s Road in Chelsea, are part of its strategy to bolster its direct-to-consumer business.

The store, which reflects the footwear giant’s “unwavering commitment to premium craftsmanship, heritage, and innovation – empowering people to ‘walk as nature intended’” also intends to “connection with the local community while bringing its signature footbed experience directly to consumers”.

While featuring its full range of sandals and shoes, the launch began with an exclusive in-store shoe customisation service by South London-based artist Mark MacDonald.

The retailer said its new location further strengthens its connection with the local community while bringing its signature footbed experience directly to consumers.

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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.

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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