As part of its global growth strategy, the Birkenstock Group is taking over direct distribution in South Korea, another focus market for the company.

On October 23, the brand launched its own country-specific e-commerce website, birkenstock.com/kr, laying the foundation for further expansion in the region, which has 52 million consumers.

Birkenstock reported that it sees potential for the brand in South Korea for several reasons:

  1. South Korea is a leading market for fashion and culture and an important voice in the global fashion landscape;
  2. The growing domestic market is characterized by a variety of young, creative designers from Korea and is also open to western brands with tradition and heritage and aligns with the brand’s 250th anniversary as a family focused shoemaker; and
  3. Birkenstock’s expanded capabilities have given the brand the resources to approach the Asian market more vigorously.

Birkenstock reported in a media release that it will “capitalize on the South Korean consumer’s buying potential by selling direct, through its online shop.” In spring 2025, it will open its own stores and expand with selected department stores.

Birkenstock will sell a range of its branded merchandise, from classics to new silhouettes, including its premium line 1774. Special styles created exclusively for the Korean market will round out the product assortment.

In addition, Birkenstock is introducing the “My Birkenstock” membership program, which gives members access to the latest collections and exclusive benefits.

The sales relaunch will be accompanied by a repositioning of the brand in South Korea in the premium segment, focusing on a younger target consumer group. Birkenstock said it plans to expand brand awareness through regional content on its website and local social media channels and collaborations with select local artists, fashion brands and influencers.

The company said the Birkenstock business in South Korea is the responsibility of the managing director of Japan and Korea, Raoul Wortmann. Over the past seven years, he has developed and established the Japanese market for the company. Wortmann and his sales, marketing, e-commerce and merchandising teams will leverage the South Korean potential to focus on growing the brand in the country.

Image courtesy Birkenstock Group