German footwear brand Birkenstock has opened its first company-owned UK store on Neal Street in London’s Covent Garden.
The store encompasses 60 square meters of retail space on the ground floor, offering the largest selection in the UK with over 250 footwear styles encompassing sandals and closed shoes for women, men and kids, as well as Birkenstock bags, legwear and accessories.
Leather and cork, materials synonymous with Birkenstock, appear throughout the interior. Design elements include an oversized footbed sculpted into concrete and framed in sumptuous leather. Felt, another signature Birkenstock material, appears in multilayered stacked display units, held together with brown leather straps.
“It is an essential part of our global retail ambition to open our own stores in strategic, high traffic locations and vibrant neighborhoods. London is a key market for Birkenstock and we are thrilled to open our first store in the artistic and historic Covent Garden neighborhood. This London opening follows a few months of ephemeral stores, our Birkenstock Box concept, which allows us to develop a global retail experiment with key partners,” says Oliver Reichert, CEO.
The design and product selection reflects Birkenstock’s positioning as a heritage brand with a focus on functionality, diversity and innovation.