BIRKENSTOCK has announced the opening of its first retail store in France, located in the vibrant Marais district of Paris. This milestone marks a significant step in the brand’s retail expansion across Europe. The store, set to open on July 20, is situated just steps from Paris City Hall and the Picasso Museum, positioning it in the heart of one of the world’s fashion and cultural capitals.
The new BIRKENSTOCK store spans 130 square meters over two stories, allowing the brand to showcase its core values and commitment to natural foot health. The design features gypsum walls, echoing the ancient quarries beneath Paris, and prominently includes leather and cork, central materials in the iconic BIRKENSTOCK footbed. This space aims to engage consumers and connect with local communities, particularly walking and running enthusiasts.
In the basement, an “experience area” equipped with a giant light box will display the latest campaigns and host community events and retail activations. This unique design and community-focused approach highlight BIRKENSTOCK’s dedication to providing an immersive retail experience.
The Paris store opening is BIRKENSTOCK’s first in the region in four years, representing a crucial step in the brand’s European retail strategy. By bringing the footbed experience directly to consumers and engaging with local communities, BIRKENSTOCK plans to open additional stores in major European cities in the coming years. This expansion aligns with the company’s vision of providing widespread access to the original footbed experience.
Nico Bouyakhf, President & Managing Director of BIRKENSTOCK Europe, commented, “This store will help us to connect more personally with consumers. There are many key cities where we are not present in Europe, and we are excited to start our retail expansion in a more meaningful way with an iconic city like Paris and in a renowned location like the Marais, bringing rich storytelling and experience around the footbed in a unique environment that reflects an authentic Parisian flavour.”
