Birkenstock has once again found itself at the forefront of the marketplace — and the center of the zeitgeist.
Speaking with FN by phone from the company’s headquarters in Cologne, Germany, earlier this month, Birkenstock Group co-CEO Oliver Reichert wasn’t exaggerating when he described the brand as the “official home-office shoe.”
Since the global coronavirus pandemic began to take hold in Europe and the U.S., consumers have been living and working primarily at home, causing an abrupt shift in their wardrobe needs and shopping habits. “What have we seen as people stay home: They are buying exercising materials, like dumbbells and an electronic bike, because they want to stay fit,” said Reichert. “And on the other hand, they start buying quality-driven materials and quality-driven shoes. It has increased the number of Birkenstock fans globally.”
Indeed, fashion search platform Lyst reported that the Birkenstock Arizona was the most-searched shoe in the