Birkenstock resumes direct distribution in Japan

By

Sarah Ahssen

Translated by
Isabelle Crossley

Published
Jan 16, 2018

Birkenstock has decided to take greater control over its distribution. After having suspended sales of their products on Amazon in America, and more recently in Europe, the German footwear brand will take back direct control of distribution in Japan beginning with the spring/ summer 2018 season. The brand’s aim is to expand their product ranges in the country and to cater to local demand, such as by creating special edition products in collaboration with Japanese designers. The brand also wishes to expand on its closed shoe collection, which was first launched in 2014, as well as children’s and professional lines.

Japan is Birkenstock's largest market in Asia. The brand has been active there for the past 30 years and was previously represented by local distributors. The brand will continue to work with its long-term partners Seed and Benexy but has also announced that they are searching for new partners to help them target new customers. 

Birkenstock is currently considering opening a flagship store in Japan. This would be a natural expansion for the brand following the launch of their own e-commerce site in June 2017 where Japanese customers can now shop all of the brand’s lines including their most recently launched bed and makeup lines.