The Surprising Rise of Birkenstock: From Orthopedic to High Fashion Trend

Birkenstock: From Orthopedic to High Fashion

German sandal maker Birkenstock, known for its orthopedic footwear, has undergone a remarkable transformation in recent years. The 250-year-old family brand has become a surprising runway darling, cashing in on viral trends and accumulating street cred in the fashion world.

What started as a quiet coolness surrounding Birkenstock’s cork-forward footwear has evolved into a high-fashion phenomenon. The newly publicly traded firm has shed its crunchy granola reputation and partnered with top designers like Rick Owens, Valentino, Proenza Schouler, and Dior.

Under the leadership of CEO Oliver Reichert, Birkenstock has seen significant growth and changes. Reichert, described as a brusk and burly leader, has brought the brand into the modern digital world, leading to a surge in sales. The company’s revenue has ballooned from $500 million in 2016 to $830 million in 2020.

One of the key moves made under Reichert’s leadership was the introduction of the EVA model, a softer and cheaper version of Birkenstock sandals that has become a favorite among fans. Additionally, collaborations with designers like Phoebe Philo have helped propel the brand to new heights in the fashion world.

Despite its success, Birkenstock’s transition to a public company has not been without challenges. The company’s first quarterly earnings report left some investors confused, but Reichert remains confident in the brand’s long-term success. He believes that Birkenstock’s focus on purpose and quality will continue to resonate with consumers.

As Birkenstock continues to evolve and expand its reach, one thing is clear: this once niche orthopedic brand has firmly established itself as a major player in the world of high fashion.