Birkenstock Opens On Spring Street
Birkenstock opens its first company-owned retail store in the United States. The store is situated at 120 Spring Street in the historic SoHo area of Lower Manhattan. Marking over 50 years of trading in the United States, the store gives Birkenstock a new home in the heart of NYC, creating a base for sustained growth in the North American market.
Customers will now be able to explore the growing array of products for women, men, and kids with shoes, boots, socks, bags, belts, and the new Birkenstock Natural Skin Care line. The store also features a distinctive gallery of limited edition styles from designer collaborations including Rick Owens and 10 Corso Como.
The New York landmark building located between Greene Street and Mercer Street accords a proper setting to showcase this heritage brand with German shoemaking roots dating back to 1774.
This is a new aspect in retail design for Birkenstock site specific to this historic location. The luminous and naturally comfortable store interior focuses on core materials of cork and leather. The sweeping atrium and second-floor lounge area will highlight special projects and collaborations.
With humor and finesse, Birkenstock has commissioned Brooklyn based creative director and artist Amit Greenberg to create a campaign. The movement features a fun and frivolous take on the brand, introducing a cast of puppet-like characters conceived and created by Amit. The campaign will work with a billboard and a social media movement chronicling the characters connecting all over the city in special limited edition products.
'An important part of our ambition to open our own retail stores in strategic locations and vibrant neighborhoods. New York is a key market for us. Thanks to the dedication of our retail partners in the U.S., our brand has been around here for decades', says Oliver Reichert, CEO of Birkenstock. 'The opening of our own retail store in New York is also a bow to one of the remaining fashion capitals in the world that shapes global cultural and consumer trends. Being here will keep our brand vivid and will also create visibility for all the innovations in our collection towards a group of enlightened, highly influential consumers.'
The opening of the SoHo store marks the forty-seventh Birkenstock owned store globally and the first in the United States.
Customers will now be able to explore the growing array of products for women, men, and kids with shoes, boots, socks, bags, belts, and the new Birkenstock Natural Skin Care line. The store also features a distinctive gallery of limited edition styles from designer collaborations including Rick Owens and 10 Corso Como.
The New York landmark building located between Greene Street and Mercer Street accords a proper setting to showcase this heritage brand with German shoemaking roots dating back to 1774.
This is a new aspect in retail design for Birkenstock site specific to this historic location. The luminous and naturally comfortable store interior focuses on core materials of cork and leather. The sweeping atrium and second-floor lounge area will highlight special projects and collaborations.
With humor and finesse, Birkenstock has commissioned Brooklyn based creative director and artist Amit Greenberg to create a campaign. The movement features a fun and frivolous take on the brand, introducing a cast of puppet-like characters conceived and created by Amit. The campaign will work with a billboard and a social media movement chronicling the characters connecting all over the city in special limited edition products.
'An important part of our ambition to open our own retail stores in strategic locations and vibrant neighborhoods. New York is a key market for us. Thanks to the dedication of our retail partners in the U.S., our brand has been around here for decades', says Oliver Reichert, CEO of Birkenstock. 'The opening of our own retail store in New York is also a bow to one of the remaining fashion capitals in the world that shapes global cultural and consumer trends. Being here will keep our brand vivid and will also create visibility for all the innovations in our collection towards a group of enlightened, highly influential consumers.'
The opening of the SoHo store marks the forty-seventh Birkenstock owned store globally and the first in the United States.
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