BIRKENSTOCK South East Asia Pte Ltd secures three wins at Retail Asia Awards 2026

The company expanded its retail footprint with experiential flagship concepts, personalised services, and wellness-led customer experiences across Singapore and Southeast Asia.

BIRKENSTOCK South East Asia Pte Ltd was recognised with three major winnings at the Retail Asia Awards 2026, Direct-to-Consumer (DTC) Brand of the Year - Singapore, In-store Customer Experience of the Year - Singapore, and Footwear Retailer of the Year - Singapore at the Retail Asia Awards 2026 for its store concepts, customer services, and direct-to-consumer expansion.

The recognition reflects BIRKENSTOCK’s continued investment in experiential retail, customer-centric innovation, and strategic expansion in Singapore and the broader Southeast Asian market.

The awards also come amidst strong global momentum for the brand, with a recorded 31% reported growth in APAC and announced plans to significantly expand its regional retail footprint, with half of its planned new global stores through 2028 expected to open in Asia Pacific. 

Retail spaces built around foot health

BIRKENSTOCK South East Asia developed BIRKENSTOCK WEAVE at Resorts World Sentosa as a 1,590-square-foot concept store centred on foot health, product education, and the brand’s cork footbed heritage. The store features a cork-clad façade, sculptural footbed moulds, a reflexology path inspired by Singapore heartland parks, a dedicated Care Essentials area, a global first-of-its-kind children’s mural in collaboration with a local Singapore artist, a brand heritage wall, and a 162-inch LED screen for product and campaign content. Since opening, WEAVE recorded a 30% rise in footfall and 17% average month-on-month growth over the last quarter, reinforcing the growing consumer demand for experience-led retail concepts in Singapore.

The concept store also reflects BIRKENSTOCK’s broader Southeast Asia retail strategy, where wellness, lifestyle, and personalised shopping experiences are becoming increasingly important drivers of customer engagement and brand loyalty. 

Services that brought customers into the wellness experience

BIRKENSTOCK South East Asia Pte Ltd further elevated customer engagement by introducing foot spa treatments, sandal customisation, and foot scanning technology across its Singapore stores. The Duxton flagship and WEAVE store introduced guided Care Essentials experiences, whilst the embossing service allowed customers to personalise sandals with initials or icons. At WEAVE, the foot scanner measured foot length, width, and arch profile to recommend Regular or Narrow fit sandals. The pilot programme gained strong traction, engaging consumers through an insightful foot-discovery experience. 

These initiatives fuelled the company’s direct-to-consumer growth strategy by strengthening customer connections, maximising conversion rates, and transforming the overall retail experience. 

BIRKENSTOCK also reported double-digit DTC growth and continued expansion of its owned retail network, adding 30 new stores globally in fiscal 2025 and bringing its total global store count to 97. 

Store activations that supported retail growth

By introducing community-driven store activations, BIRKENSTOCK successfully amplified foot traffic, customer engagement, and overall sales performance. Its first Christmas Market at Duxton brought together eight specially curated local vendors (from a submission of 150 vendors) across two weekends, resulting in a 40% rise in footfall, 2.5 times longer average dwell time and a 60% increase in product sales. At WEAVE, a DIY Christmas Bauble Workshop attracted strong visits and lifted sales by 27% compared with a non-activation week.

These activations demonstrate how experiential retail continues to play a critical role in strengthening physical retail performance in an increasingly omnichannel consumer landscape.

Expanding BIRKENSTOCK’s premium retail presence in Southeast Asia

BIRKENSTOCK South East Asia Pte Ltd continued to strengthen its regional footprint with the House of BIRKENSTOCK in Duxton, which carries more than 200 models and the premium 1774 line. Beyond Singapore, the company also introduced a dedicated 1774 retail space at CentralWorld in Bangkok, extending its premium retail format to a wider regional audience.

As consumer demand for wellness-oriented footwear and elevated retail experiences continues to grow across the region, BIRKENSTOCK continues to differentiate itself through its enduring commitment to craftsmanship, quality, and foot health. Grounded in more than 250 years of heritage and expertise, the brand's focus on delivering authentic, purpose-driven products and exceptional customer experiences has reinforced its leadership in the category and contributed to its recognition as Footwear Retailer of the Year.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].