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German footwear brand Birkenstock entering India

Dec '19
Pic: Birkenstock
Pic: Birkenstock
German footwear brand Birkenstock entered India recently, starting with sale of its popular sandals online before opening a store in the Delhi National Capital Region region early next year. Sale of sandals is live on its India website where it is also offering shoes and heels priced between ₹2,009 and ₹17,999. The brand started in the late 18th century.

The brand will go live on other e-commerce marketplaces shortly. Currently, it is not sold in the local market via trade partners, the company said in its statement. It will also open a store at New Delhi’s T-3 airport terminal next year.

“We expect India to become one of the five most important markets for Birkenstock within the next few years, since we offer the perfect products for the current spirit of the times and lifestyle in this country," Oliver Reichert, chief executive officer of the Birkenstock Group, said in a statement.

He added that a booming, brand-compatible retail environment combined with a strong consumer demand for genuine quality, makes India an attractive market for the company.

Birkenstock, that is sold in 100 countries, has set up an India entity which will serve as a wholesaler and distributor of the brand to different retail store partners in India, Indian media reports quoted Vinay Bansal, managing director, Birkenstock India, as saying.

Birkenstock shoes will continue to be imported from the company’s manufacturing facilities in Germany.

"By expanding sales activities over the medium term, including in the form of partner-operated retail concepts and shop-in-shop concepts for retail partners in the premium segment, the company is underscoring its growth ambitions in the region," the company said in a statement announcing its India launch.

Fibre2Fashion News Desk (DS)

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January 2021

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