Birkenstock Holding plc has entered into a definitive agreement to acquire its long-time distributor, Birkenstock Australia Pty. Ltd. Birkenstock said its “commitment to invest in the Australian market will further unlock the growth potential of one of Birkenstock’s largest markets in the APAC region.”
The acquisition will “ensure a seamless succession for the two founders of Birkenstock Australia, Marcel and Manuela Goerke,” the company said in a media release.
The acquisition will be executed by Birkenstock International Asia GmbH, a 100 percent-owned subsidiary of Birkenstock, and preserve all contracts, assets and employees.
Since the early 1990s, the family-owned business has grown into the current company, Birkenstock Australia, with around 60 employees and an annual revenue of AUD 88.6 million (for the LTM period ended June 30, 2025).
Birkenstock Australia’s headquarters is in Melbourne. The company operates two owned stores in Melbourne, a monobrand partner store in Sydney, and an online shop. It also maintains a distribution network of over 300 B2B partners.
Marcel Goerke, co-founder of Birkenstock Australia, will support the transition as managing director of Birkenstock Australia; he will report to Klaus Baumann, the Birkenstock Group’s chief sales officer. The transaction is expected to close by the end of October 2025.
Oliver Reichert, CEO of Birkenstock and member of the company’s Board of Directors, said, “The example of Birkenstock Australia shows what people can achieve when love, dedication and hard work come together with a product that has a genuine purpose. Marcel Goerke, who followed in his father’s footsteps — himself a passionate Birkenstock retailer — along with his wife Manuela Goerke and the people who rallied around them and embraced our footbed mission, did an amazing job. Today, Australia is one of the countries with the highest
Birkenstock per capita sales worldwide. The business that has been built over many years is very healthy, and there are still plenty of opportunities. The ownership transition will allow us to unleash the considerable growth potential that our brand has in this market and to serve our huge fan base in Australia.”
Marcel Goerke added, “Birkenstock has been a part of the Australian lifestyle for well over 30 years. The marketing of Birkenstock’s core values of quality, craftsmanship and sustainability by a dedicated team of enthusiasts over three decades has made its mark. Today, we have signed an agreement with the Birkenstock Group, planning to actively invest in the business. This is good news for Birkenstock Australia, as additional resources will be used to further nurture the growing network of independent Birkenstock retailers and Birkenstock stores. It’s also great news for all those here who work day in, day out to ensure that all Birkenstock fans in Australia have an extraordinary brand experience, allowing them to walk as nature intended.”
Image courtesy Birkenstock
