Birkenstock reported it will take over distribution in the Belgian market from Lanaform, an importer of several brands, and serve the market directly.

Birkenstock plans to set up a local sales company and open an office in Amsterdam, Netherlands, which will act as a central point to serve consumers across the Benelux (Belgium, Netherlands and Luxembourg) region.

“We are delighted to start a new chapter for the Belgian market,” said Nico Bouyakhf, president of Europe at Birkenstock, in a press release. “With this important step, we can better align our offer with the rapidly changing requirements and wishes of the local market. The direct distribution offers a great opportunity for us to deepen our relationship with our customers.”

“We are experiencing significant growth and multi-million euro investment in expanding production capacity in Germany, as well as changes in the consumer and distribution landscape. Our goal is to establish a strong direct-to-consumer (DTC) business and high-quality wholesale distribution in Belgium,” commented Fabio Ortega, vice president of wholesale Europe at Birkenstock.

Photo courtesy Birkenstock