Global footwear brand Birkenstock has made a key move in its Asian market expansion strategy by introducing direct distribution in South Korea.
The German footwear brand has launched a country-specific e-commerce website to cater to the South Korean market.
The launch of the online shop marks the initial phase of this expansion, with plans to open brand-owned stores and partnerships in select department stores set for spring 2025.
The strategic move is part of the company's broader global growth plan. Birkenstock's increased investments in capacity expansion have enabled a more aggressive approach to the Asian market where constraints in production capacity had been hindering its ability to grow effectively.
The decision to manage distribution directly allows Birkenstock to address the diverse needs of its dynamic South Korean consumer base. Birkenstock believes that the country has a strong market potential due to its openness to both local and Western brands.
Its product range in South Korea will feature a wide selection of designs, including classic models and new silhouettes, and featuring its premium 1774 line and special styles unique to the Korean market.
To further engage with its South Korean customers, Birkenstock is introducing the "My Birkenstock" membership programme.
The programme provides members with access to its latest collections, birthday vouchers and other exclusive benefits, strengthening ties with its fans in the country and building local connections.
Birkenstock has also announced a repositioning in South Korea, targeting a younger demographic within the premium segment.
To enhance brand awareness, it will use regional content on its website, local social media channels and collaborations with artists, fashion brands and influencers.
The peration in South Korea is managed by Japan and Korea managing director Raoul Wortmann, who established the Japanese market for Birkenstock.
In July 2024, Birkenstock expanded its presence in Europe by opening its inaugural retail store in the Marais district of Paris.
