13 Aug Birkenstock Enters Licensing Business
Birkenstock will begin licensing its brand to reach new strategic business segments, markets, and target groups.
The line extension will focus on four themes that align with the Birkenstock brand core: healthy sleep and living, the healthy workplace, healthy feet and running, and a healthy outlook on life. The licensing agreements are planned as long-term partnerships. Quality and function are top priorities for partner selection and product development. The decision to go into licensing was preceded by a comprehensive evaluation process.
The company plans to access new business segments through long-term strategic licensing partnerships with companies that have a similar philosophy, building primarily on high quality and excellent function in the individual segments.