Birkenstock has opened its second full-price store in the Netherlands, which follows the opening of its first Dutch store in Amsterdam in 2024. The new retail space is on Hoogstraat, in the heart of The Hague’s royal shopping district.
The company reports that the store “marks the latest milestone in Birkenstock’s strategic retail expansion across Europe.”
The store’s two-level layout draws inspiration from the city’s heritage, blending early 20th-century Art Deco with the functional elegance of The Hague School (De Haagse School), featuring original stained-glass windows. The influence of the late 19th-century Dutch design movement, rooted in minimalism, is also present. The store’s interior pays homage to the city’s architecture while remaining true to the brand’s values of functionality, quality and tradition.
Wavelike, rounded walls and dark cork combine with brushed steel accents, evoking the Birkenstock footbed’s silhouette and its natural materials while taking cues from the production process. Walls with textured plaster, wooden floors and natural materials like leather and cork underscore the brand’s tactile nature.
A key focal point of the store is a custom-designed stained-glass artwork above the entrance. Inside, footbed-inspired railings and integrated display elements showcase the brand’s orthopedic innovations and product craftsmanship.
The first floor measures approximately 800 square feet, and the upper level measures approximately 500 square feet. The ground floor houses the main product display and a sculptural check-out area. Upstairs, customers can try on the collection and relax in upholstered appointments.
The product offering includes signature styles such as Arizona, Madrid and Boston, as well as closed-toe silhouettes and seasonal highlights. Customers will also find the Birkenstock Exquisite collection, Big Buckle styles, water-friendly EVA options, and selections for home and kids. A full range of shoe care products and flexible footbeds, including the Footbed Full Length for Sneakers, round out the offering. The footcare line, Care Essentials, is also showcased.
This opening builds on Birkenstock’s growing retail presence in the Benelux region. After taking over direct operations in the Netherlands, the brand continues to strengthen its connection locally. This strategic move is part of a broader initiative to enhance Birkenstock’s retail presence while fostering closer ties with partners, customers, and brand enthusiasts. Birkenstock operates 40 owned retail stores in Europe, including its latest addition in The Hague.
Images courtesy Birkenstock
