Birkenstock Marketing Strategy 2024: A Case Study

Birkenstock, a famous shoe brand, caught everyone’s attention with its winning marketing plan. In a tough market, this case study explores how Birkenstock’s new methods boosted the brand. They set it up for growth in the future.

At first, Birkenstock’s journey in the stock market seemed shaky. After going public on the New York Stock Exchange, their share value dropped. But this dip was only temporary.

Birkenstock’s future is looking up, expecting an 18.8% growth by 2024. This growth is much better than other shoe brands. Their hard work and ability to adapt have led them to success.

Key Takeaways:

  • Birkenstock’s IPO made their shares go down, but they will beat competitors by 2024.
  • The brand improved its online sales strategy, resulting in more sales in 2022.
  • Although behind Skechers and Crocs in the U.S., Birkenstock aims to surpass them soon.
  • Its online store was a big factor in increasing sales to US$464.6 million in 2022.
  • By extending its online store to Japan and China, Birkenstock boosted its global presence and growth.

Stock Market Debut and eCommerce Strategy Shift

When Birkenstock first appeared on the New York Stock Exchange, its share value went down a bit. But this didn’t stop the famous shoe brand. They changed their business plan, which included a new direction for online sales.

Birkenstock decided to stop selling on Amazon because of fake products worries. They chose to boost their own online shop instead. They saw a big chance in the online world.

By focusing on its own website, Birkenstock took control of how people see its brand. They made sure the shopping experience and product quality were top-notch. This built trust with customers and let Birkenstock connect with them directly.

Moving to its own online store was a key move for Birkenstock. It led to a big jump in sales in 2022. The company was committed to making the online shop great and keeping their product quality high. These efforts really paid off.

Their strategic move to enhance the online store and focus on customer happiness worked out well. Birkenstock’s sales soared because of these smart decisions and their dedication to quality. This shows how well they’ve used digital tools to grow their brand and stay a top choice in shoes.

Birkenstock’s Net Sales Increase after eCommerce Strategy Shift

Year Net Sales (in millions)
2020 $300.2
2021 $379.8
2022 $464.6

Market Position and Outlook

Birkenstock is currently behind Skechers and Crocs in the U.S. market. Yet, it has a bright future ahead. It is expected to grow by 18.8% by 2024. This shows it could soon outshine its rivals.

Competitive Landscape

Birkenstock is up against strong competitors like Skechers and Crocs. But it is catching up fast in the U.S. market. It works hard to boost its share and get ahead.

Birkenstock stands out with its unique selling points. Its heritage and commitment to quality win over customers. This helps it stand out and grow in a crowded market.

Growth Potential

Birkenstock has big growth prospects despite its current market spot. It’s set to grow by 18.8% by 2024. This growth will come from meeting new consumer needs and changing with the market.

By creating new products, reaching more customers, and boosting online sales, Birkenstock will enter new markets and sell more.

Market Challenges

Birkenstock has a lot of potentials, but it won’t be easy. The footwear market is very competitive, and consumer tastes keep changing. Birkenstock must keep innovating to stay relevant.

Yet, through smart marketing, high-quality products, and a focus on customers, Birkenstock can overcome these hurdles. It aims to secure a strong position in the marketplace.

Market Position Table:

Brand Market Position Revenue (2022)
Skechers Leading position $397.8 million
Crocs Strong market presence $408.6 million
Birkenstock Challenging market position TBD

Birkenstock’s eCommerce Strategy

Birkenstock has shifted its focus to boost sales via its online store. This move shows Birkenstock’s need to adapt to changes in retail. It aims to make the most of eCommerce benefits.

Growing Success through the Online Store

Birkenstock’s online emphasis led to big sales increases. In 2022, it made US$464.6 million. This was a huge 112% growth since LVMH bought it in 2018.

This success proves Birkenstock’s online strategy works well. It has won customers’ hearts with easy online shopping. The brand’s reach and sales have grown fast thanks to this.

Optimizing the Online Shopping Experience

Birkenstock aims to make online shopping fun and personal. Their online store offers many quality items. This makes it easy for customers to find what they want.

They focus on making shopping convenient for customers. Efficient delivery and simple returns help. This has greatly grown sales and trust in Birkenstock online.

Ensuring Global Accessibility

Birkenstock’s eCommerce approach has boosted sales and global reach. Its online store serves 21 countries in 17 languages. This broad reach attracts customers worldwide.

By reaching new markets, Birkenstock has attracted international fans. These customers appreciate the brand’s quality and comfort. This has cemented Birkenstock’s global brand status.

The Road Ahead

Birkenstock’s future success depends on its online strategy. It plans to use its online store more to grow its market position. The goal is to always meet customer needs.

As retail changes, Birkenstock stays ahead with digital innovation. This keeps them competitive and beloved. They focus on delivering unmatched value and comfort to their customers.

Birkenstock’s Primary Market and Competitors

The United States is the main market for in sales. But in revenue, Birkenstock competes closely with Skechers and Crocs. Last year, Skechers made US$397.8 million, while Crocs was the top sandal brand in the U.S., earning US$408.6 million.

Birkenstock is leading in market share but trails behind in revenue. Skechers and Crocs have both earned more. Birkenstock needs to catch up in making money.

Birkenstock’s Competitors’ Revenue Comparison

Competitor Revenue (2022)
Skechers US$397.8 million
Crocs US$408.6 million

As the table shows, Skechers and Crocs did really well in 2022. Birkenstock has a strong market but its rivals have earned more in the U.S.

Birkenstock needs new ideas to increase its earnings. It should focus on what customers like, add more products, and boost its marketing. This way, it can earn more and be a stronger rival in the shoe market.

Birkenstock’s Growth Projection

Birkenstock, though currently behind its competitors, is expected to grow faster than both Skechers and Crocs. By 2024, Birkenstock’s growth rate might hit 18.8%. This is more than Skechers’ 14.3% and Crocs’ 8.6%.

This positive outlook shows Birkenstock’s potential to boost sales and capture more market share. Although the competition is tough, Birkenstock stays ahead with its focus on new ideas, high quality, and making customers happy.

Birkenstock stands out with its eco-friendly approach, comfy and ergonomic shoe designs. It has built a loyal following. This dedication sets a strong base for the brand’s growth in the future.

With more people valuing comfort, health, and green choices, Birkenstock’s focus on these aspects makes it a brand likely to succeed. The growth forecast underlines Birkenstock’s skill in meeting changing customer needs, keeping it ahead in the shoe market.

Birkenstock’s Global Presence

Birkenstock is well-known around the world thanks to its smart growth strategies. Through its online store, it reaches 21 countries in 17 languages. This makes Birkenstock available to a wide range of customers.

People from different countries can easily buy Birkenstock’s products online. This online store brings comfy and stylish shoes to everyone. Whether you’re in Europe, the United States, or elsewhere, you can check out their footwear online.

In addition to its online shop, Birkenstock has stores in Europe and the U.S. These stores let people try the shoes in person. Some customers prefer this before buying.

Birkenstock has grown to be a top shoe brand internationally. It offers a vast online selection and in-person stores for a closer look. This approach meets various customer needs around the globe.

Birkenstock’s International Expansion

Birkenstock is growing, reaching far beyond Europe and the U.S. The brand has made big steps into Asia. It launched online stores in Japan and China. This move taps into the vast potential of these Asian markets.

Birkenstock teamed up with Opexxia, a top consultancy for going global. They carefully tackled the challenges of entering new markets. With help from Opexxia, they chose the best service providers, set up good supply chains, and made a strong entry in Japan and China.

This move to launch online stores in Japan and China was strategic. It lets Birkenstock connect with the huge number of consumers there. The famous footwear is now available online, meeting the high demand for quality and comfort.

Birkenstock’s International Expansion Market Overview

Country Year of Online Store Launch
Japan 2022
China 2023

The online stores in Japan and China make shopping easy for customers. Birkenstock’s global presence as a leading footwear brand is stronger. This shows their commitment to delivering their high-quality products worldwide.

Organizational Structure and Talent Acquisition

Birkenstock aimed to grow its online presence across globe. A strong organizational structure was seen as essential. This led to rethinking the ways teams were arranged internally.

With the new setup, communication became clearer. Decisions were made faster, making the company more efficient. Every team knew exactly what their job was, helping the whole organization work better together.

Finding the right people was just as important for Birkenstock. They looked for talented staff who could bring new ideas. This approach helped Birkenstock stay ahead in a tough market.

The talent search focused on many skills like e-commerce and digital marketing. Birkenstock also wanted people who cared about being eco-friendly. This mix of skills and values was crucial for the team.

By hiring the best, Birkenstock got the expertise it needed. This strategy made sure the company could take on any challenge. Their focus on structure and getting the right people was key for growth.

Impact of Birkenstock’s Online Shop

Birkenstock’s online shop has boosted its presence worldwide. Now, it serves over 27 countries directly. This move has been key to its success in the fast-paced footwear market.

The online shop offers global customers easy access to Birkenstock’s wide product range. Customers can shop directly, ensuring a smooth experience and quick delivery. This control helps Birkenstock keep its brand and customer experience top-notch.

The Birkenstock online shop is a go-to for those seeking quality, comfy footwear. Customers find both classic and trendy shoes easily. They buy with confidence, browsing the wide Birkenstock selection.

Expanding the online shop has grown Birkenstock’s global visibility. It now reaches different cultures and markets, connecting with diverse customers. This has strengthened Birkenstock’s reputation as a top footwear brand.

In short, Birkenstock’s online platform has greatly increased its global reach. Now accessible in over 27 countries, it brings Birkenstock closer to worldwide customers. This strategic step forward has made Birkenstock a leader in the shoe industry.


Birkenstock overcame early stock market hurdles and became a strong brand. Its smart marketing plan played a big role. The brand focused on its online shop and grew worldwide. This set Birkenstock up for more growth and adaptability in changing markets.

The shift from Amazon to its own online store boosted Birkenstock’s sales. Sales shot up to $464.6 million in 2022. This was a big win since LVMH bought it in 2018.

The brand now serves customers in 21 countries and 17 languages, including in Europe and the U.S. It also launched online in Japan and China with Opexxia’s help. This move opened new market doors for Birkenstock.

Birkenstock’s marketing smarts and its drive to evolve are key to its story. Focusing on its online presence and global reach, it’s ready for future victories.


What was the result of Birkenstock’s initial public offering on the New York Stock Exchange?

Birkenstock’s debut on the New York Stock Exchange lowered its share value. This led to a valuation of £7.5 billion.

Why did Birkenstock shift its focus to its online store?

Birkenstock stopped sales on Amazon because of fake product issues. They focused on their online store. This was to boost sales and fight fakes.

Did Birkenstock’s strategy shift to its online store lead to an increase in net sales?

Yes, Birkenstock’s move to its online store boosted sales in 2022. They saw net sales reach US4.6 million.

How does Birkenstock currently perform in terms of market position?

Currently, Birkenstock ranks below Skechers and Crocs in the U.S. market.

What is Birkenstock’s projected growth rate for 2024?

By 2024, Birkenstock’s expected growth rate is 18.8%. They aim to outperform Skechers and Crocs.

In how many countries and languages is Birkenstock accessible through its online store?

Birkenstock’s online store is available in 21 countries and 17 languages.

Has Birkenstock expanded its online store to other countries?

Yes, Birkenstock has grown its online store into Japan and China. They had a strong base in Europe and the U.S. first.

What were the challenges in Birkenstock’s international expansion?

Birkenstock faced the challenge of building a new company structure. They also needed the right talent for rapid growth in new markets.

How has Birkenstock’s online shop impacted the company?

The online shop has played a big role in Birkenstock’s success. It has helped them reach customers directly in over 27 countries.

What has been the overall impact of Birkenstock’s marketing strategy?

Despite early troubles in the stock market, Birkenstock bounced back. Their marketing strategy has set them up for growth and adapting to market changes.
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Editorial Team