Birkenstock opens first owned store in France ahead of Olympics

By: Trademagazin editor Date: 2024. 07. 24. 09:56

The two-level space includes an area for community events and is one of “several” stores the brand plans to open in key European cities in the coming years.

The uniquely designed 130 square meter store will be a space to truly connect with consumers and local communities

As the 2024 Olympics get set to commence this week in Paris, Birkenstock has opened its first owned store in France, in Paris’ Marais district, per a press release.

The 130-square-meter (427 square feet), two-level store, which opened Saturday, is one of “several” owned stores the brand plans to open across major European cities over the next few years as it looks to connect with local communities. It features selling space and also an “experience area” for community events and activations.

At launch, the store will showcase the brand’s natural active recovery pack. The kit is limited to 1,500 pieces and includes the active recovery footbed, special edition Birki Air 2.0, and cork tools, per the release. The pack is available at the Paris store and online and will integrate into the full Birkenstock line by 2025.