Birkenstock has set up shop at its first company-owned retail location in the US at 120 Spring Street in New York City.
The new SoHo shop, which marks as the Birkenstock’s 47th global retail location, celebrates German footwear company’s long history that dates back to 1774, with old photos, advertisements, and footwear.
Birkenstock made sure to showcase its history and signature footwear details in store. Materials that are used in the company’s sandals are used as details in the store, including cork that is used for the wall behind the register, felt that is used for all of the walls in store, and leather for the couches. The company also enlarged its footbed from Germany and placed it in the store entrance and recreated its sandal sole pattern for the staircase.
“It is an important part of our ambition to open our own retail stores in strategic locations and vibrant neighborhoods. New York is a key market for us,” said Oliver Reichert, CEO of Birkenstock.
While the main level of the store is devoted to the full Birkenstock collection that includes sandals, sneakers and boots, the second floor features a lounge seating area, premium Birkenstock footwear, and collaborations with Rick Owens, and two collaborations with 10 Corso Como and Colette that have never been sold in the US.
In addition to the three fashion collaborations, Birkenstock partnered with artist and creative director Amit Greenberg on limited-edition styles and a campaign. Greenberg, who collaborated with Colette, Ikea and Band of Outsiders in the past, created mock rock band characters that appear on the collaboration pieces and in the campaign, enjoying their first time in New York City.
“The opening of our own retail store in New York is also a bow to one of the few remaining fashion capitals in the world that shapes global cultural and consumer trends,” Reichert added. “Being here will keep our brand vivid and will also create visibility for all the innovations in our collection towards a group of enlightened, highly influential consumers.”
Birkenstock is also enjoying its arrival in the US and new home in New York City, but they already have plans to see more of the country. The company is planning to open its next store in Los Angeles very soon.