Birkenstock Holding PLC
NYSE:BIRK
Birkenstock Holding PLC
Birkenstock Holding PLC, a symbol of comfort, craftsmanship, and longstanding tradition, has cemented its position in the global footwear industry through innovation while steadfastly adhering to its heritage. Born in Germany with roots tracing back to 1774, the company is synonymous with its meticulously crafted contoured footbeds that have earned a loyal following over centuries. Birkenstock operates with a straightforward but effective business model: it designs, manufactures, and sells high-quality, ergonomic footwear. The fundamental philosophy revolves around sustainability and precision, using premium materials like cork, natural latex, and jute, which sets the brand apart in a crowded market. This commitment to quality and support for a natural walking experience underpins Birkenstock’s success, ensuring customer loyalty and repeat purchases.
The financial engine of Birkenstock is driven primarily by its retail and wholesale distribution channels, spanning direct-to-consumer online platforms, brand-owned stores, and partnerships with high-end retailers. A pivotal component of its strategy is to capitalize on the growing trend of wellness and comfort in fashion, which has broadened its appeal beyond traditional markets. The company has further diversified its portfolio with lifestyle products, including sleep systems and natural cosmetics, all harmonizing with the brand’s emphasis on well-being. Leveraging its storied heritage, Birkenstock has adeptly navigated economic challenges, balancing tradition with modern sensibilities to generate revenue and sustain growth, while constantly redefining the intersection between footwear, health, and lifestyle.
Birkenstock Holding PLC, a symbol of comfort, craftsmanship, and longstanding tradition, has cemented its position in the global footwear industry through innovation while steadfastly adhering to its heritage. Born in Germany with roots tracing back to 1774, the company is synonymous with its meticulously crafted contoured footbeds that have earned a loyal following over centuries. Birkenstock operates with a straightforward but effective business model: it designs, manufactures, and sells high-quality, ergonomic footwear. The fundamental philosophy revolves around sustainability and precision, using premium materials like cork, natural latex, and jute, which sets the brand apart in a crowded market. This commitment to quality and support for a natural walking experience underpins Birkenstock’s success, ensuring customer loyalty and repeat purchases.
The financial engine of Birkenstock is driven primarily by its retail and wholesale distribution channels, spanning direct-to-consumer online platforms, brand-owned stores, and partnerships with high-end retailers. A pivotal component of its strategy is to capitalize on the growing trend of wellness and comfort in fashion, which has broadened its appeal beyond traditional markets. The company has further diversified its portfolio with lifestyle products, including sleep systems and natural cosmetics, all harmonizing with the brand’s emphasis on well-being. Leveraging its storied heritage, Birkenstock has adeptly navigated economic challenges, balancing tradition with modern sensibilities to generate revenue and sustain growth, while constantly redefining the intersection between footwear, health, and lifestyle.
Record Year: Birkenstock posted its strongest year ever, with 2025 revenue of EUR 2.1 billion, up 18% in constant currency and above guidance.
Profitability: Gross margin rose 30 basis points to 59.1% and adjusted EBITDA margin hit 31.8%, meeting the high end of targets, despite FX and tariff pressures.
Channel Shift: B2B growth outpaced D2C, driven by in-person and Gen Z demand; B2B channel now 62% of business.
Capacity Constraints: Strong demand is limited by production capacity, particularly for clogs and premium products, not by consumer appetite.
2026 Outlook: 2026 guidance targets 13–15% constant currency revenue growth (10–12% reported), with continued margin pressure from FX and tariffs.
Store Expansion: 40 new stores planned in 2026, aiming for 150 total ahead of schedule.
APAC Growth: APAC grew 34% in 2025 and is expected to grow at double the rate of mature markets, now 11% of global revenue.
