As part of its expansion strategy in Asia, Birkenstock has taken over direct distribution in South Korea, a key market for fashion and lifestyle trends in the region. The company has recently launched its e-commerce platform, offering South Korean consumers a wide range of Birkenstock’s footwear. This move is part of Birkenstock’s global growth plan and reflects the company’s commitment to strengthening its foothold in the region through direct-to-consumer sales and enhanced brand presence.

According to Birkenstock, the South Korean market is known for its dynamic fashion scene and tech-savvy consumer base and, therefore, offers significant potential. The launch of the e-commerce platform represents the first phase of a broader plan, with the opening of physical stores and department store partnerships anticipated for the spring of 2025. The online store will also feature the exclusive 1774 premium line and designs created for the South Korean market.

Birkenstock has also introduced the “My Birkenstock” membership programme, designed to foster connections with its South Korean customers. Through this loyalty program, members will gain early access to new collections, receive birthday vouchers and enjoy other exclusive benefits.

As the brand positions itself in the premium footwear segment in South Korea, Birkenstock plans to target a younger audience and strengthen its presence through localised marketing efforts. This includes regional content on its digital platforms and partnerships with influential South Korean artists, fashion brands and trend-setting influencers.

Birkenstock’s South Korean operations will be led by Raoul Wortmann, the company’s Managing Director for Japan and Korea. Wortmann, who has successfully overseen the brand’s growth in Japan, will head a dedicated team managing sales, marketing, e-commerce and merchandising to unlock the South Korean market’s potential.