P. Smith
Research expert covering apparel industry and general merchandise
In one of the biggest films of 2023, the Barbie Movie, Barbie is faced with a choice between high heels, representing Barbieland and a pair of Birkenstocks, which represented the real world. This aligns with Birkenstock’s identity as a practical, comfortable shoe. The attention from appearing in such a high profile, influential film came at a good time for the brand, as Birkenstock went public in October of that year. In fact, Birkenstock’s IPO was the third biggest in the United States in 2023, with a deal worth almost 1.5 billion U.S. dollars.
In a separate survey, focusing on footwear brand popularity growth among Generation Z consumers in the U.S., Birkenstock was ranked in the top 10 brands. With the revenue of the footwear market worldwide forecast to steadily increase over the coming years, if the brand can continue to make strides with younger consumers in key markets, there is the potential for sales to continue to grow.
Key sales channels of Birkenstock
In the financial year 2023, Birkenstock generated revenues of almost 1.5 billion euros, which was an increase of roughly 250 million euros from the previous year. Despite being a German company, Birkenstock saw its highest sales in the Americas, where revenue totaled approximately 805 million euros, compared to 530 million in Europe. For both regions, this was an increase on the previous year. Of the total 1.5 billion euros, the majority was sold through the business-to-business channel, with a smaller share sold direct-to-consumer.Birkenstock’s popularity among consumers
As might be expected, consumers were much more aware of the Birkenstock brand in the domestic market of Germany, than in the United Kingdom or United States in 2024. Almost four fifths of German footwear customers recognized the brand, compared to half of UK consumers. Germany also had a higher share of consumers who owned a product from Birkenstock, although with a 13 percent ownership rate, the United States wasn’t too far behind.In a separate survey, focusing on footwear brand popularity growth among Generation Z consumers in the U.S., Birkenstock was ranked in the top 10 brands. With the revenue of the footwear market worldwide forecast to steadily increase over the coming years, if the brand can continue to make strides with younger consumers in key markets, there is the potential for sales to continue to grow.
