Birkenstock takes over direct distribution in South Korea

It will be via its newly launched online shop. 

The Birkenstock Group is now taking over direct distribution in South Korea to meet the demands of its South Korean consumer base. 

The company said the distribution will be via its newly launched online shop with offerings including seasonal, stationary, and premium line 1774 styles. Special products were also created exclusively for the Korean market. 

In addition, the company introduced the "My Birkenstock" membership programme which gives members access to the latest collections, birthday vouchers, and other exclusive benefits. 

Birkenstock also said it will reposition the brand in the premium segment, focusing on the younger market. It plans to expand brand awareness through its local and regional content and collaborations with select local artists.

Physical stores in selected department stores will open in the spring of 2025.