Birkenstock opens global office in Paris

By

Sarah Ahssen

Published
Jan 10, 2019

1774 was the year in which Birkenstock's long history began, but now it's also the name of the global office that the German footwear brand has just opened on Rue Saint-Honoré, in the heart of Paris' first arrondissement. The space's name also references 1774, Birkenstock's new premium line, which pays homage to the label's roots as a manufacturer of anatomic insoles, long before its sandals were seen on the runway. The 1774 line will be revealed in mid-January at the same time as the launch of a dedicated website, an event which will also coincide with the release of Rick Owen's second collection for Birkenstock. 

The Parisian office, which will serve as something of an incubator, will be in charge of developing special projects and collaborations. The Birkenstock teams moving into the space will, in particular, be calling on the services of entrepreneurs and other innovators. "Setting up a global office in Paris is an important step for Birkenstock. Paris is a city where creativity and culture meet exceptional talent," explained Birkenstock CEO Olivier Reichert. 

With some 4,000 employees in Germany, Birkenstock is the top national employer in the footwear industry and operates its own factories and HQ in the country. In 2017, Birkenstock reported that it was selling 30 million pairs of shoes every year, while Reichert highlighted that the brand's annual revenues totalled over half a billion euros.