Birkenstock steps on to the King's Road with its famous footwear in tow

Birkenstock, which celebrated its 250th anniversary last year, and its buckled sandals are stepping into London's Chelsea with a new store set to open on the iconic King's Road this week.

Birkenstock, the renowned German footwear brand, was founded in 1774 by Johannes Birkenstock. Known for its high-quality, ergonomic sandals and shoes, Birkenstock has revolutionised the footwear industry with its signature contoured cork footbeds. Centuries later, the brand is still a Zeitgeist with a global fan base.

Now, it's bringing its famous footbeds to the heart of Chelsea in a "thoughtfully designed space" that will serve as a destination for footbed enthusiasts, loyal fans and new customers.

The store reflects Birkenstock’s commitment to premium craftsmanship, heritage and innovation—empowering people to ‘walk as nature intended’. Here, shoppers can explore Birkenstock’s iconic sandals, shoes and more.

On opening day, 13 March, Birkenstock is inviting Londoners to enjoy an exclusive in-store shoe customisation service by South London-based artist Mark MacDonald.

Recently, in December, Birkenstock revealed it had surpassed market expectations for its fourth-quarter results, driven by strong demand for its premium footwear, and projected a recovery in margins for FY25.

In the year to 30 September, the brand's sales jumped 21% to €1.8 billion (£1.5 billion), and profits more than doubled to €191 million (£159 million).

The company reported an 8% rise in average selling prices for FY24, partly due to increased sales of clogs. Closed-toe styles now account for roughly a third of its business. To meet growing demand, Birkenstock has expanded its global store network and manufacturing capacity, including production ramp-ups at new facilities.

In Birkenstock's first full year as a publicly listed company, fourth-quarter revenue reached €456 million (£375 million), exceeding analysts’ estimates of €439 million (£361 million), according to data by the London Stock Exchange Group (LSEG).