Global footwear brand Birkenstock has marked a significant expansion in Europe with the opening of its inaugural retail store in the Marais district of Paris. 

.The Paris store opening is a pivotal moment in Birkenstock's European retail strategy, marking the first new store in the region in four years.  

Opened on 20 July 2024, the two-storey space is close to the Pompidou Centre and Paris City Hall. 

The 130m² store features an "experience area" in the basement, featuring a giant light box for the brand's latest campaigns.  

To celebrate the opening, this area is featuring the NATURAL ACTIVE RECOVERY PACK, limited to 1,500 pieces.  

This exclusive kit includes the Active Recovery footbed, the Birki Air 2.0 special edition and new cork tools, offering a unique foot recovery experience. 

The brand’s new NATURAL ACTIVE RECOVERY package combines active and passive regeneration for a comprehensive recovery experience.  

Initially available at the Paris store and online, it will be fully integrated into BIRKENSTOCK's range by 2025. 

Birkenstock Europe president and managing director Nico Bouyakhf said: “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.” 

The brand plans to open additional stores in major European cities, aiming to bring the original footbed experience directly to consumers.