Birkenstock: "Bestsellers aren't always available"

History:

It all started in 1774 with shoemaker Johann Adam Birkenstock. In 1896, his grandson Konrad Birkenstock manufactured flexible footbeds for the first time. His grandson Karl Birkenstock continued to develop the footbed in the 1970s. In 1984, 1988 and 1990, the sixth generation came into the company with Alex, Christian and Stephan Birkenstock. In 2013, the external managers Oliver Reichert and Markus Bensberg took over the management and formed the conglomerate of companies into a group.

Production sites:

Görlitz: Production of footbeds, EVA sandals and PU, final assembly of cork-latex sandals

Bernstadt: component production (shanks, buckles, rivets), central chemical laboratory

St. Katharinen: final assembly of sandals, production of soles

Steinau-Uerzell: Production of footbeds, orthopedic products

Capacities:

Since Birkenstock claims to have been sold out since 2013, the quantities produced and sold are almost identical. Around 12 million pairs were sold back then, today it is 30 million pairs. In the medium term, capacity is to be increased to 50 million pairs. Birkenstock is planning investments in the three-digit million euro range over the next three years to expand the German production sites.

Number of employees:

In 2012/13, the number of employees was 1,800. Currently there are 5,500. In the next three to four years, another 1,500 are to be added.

Sales figures:

According to the Federal Gazette, sales for the 2019/20 financial year (September 30) were almost EUR 731 million. The group profit was 111 million euros. 18% of the proceeds were generated in Germany. According to the company, the wholesale share accounts for two thirds. In the future it should be 50%. The proportion of closed shoes in the number of pairs is in the middle single-digit range and is expected to triple in the next three to four years. How much the other segments (beds, bags, cosmetics) bring in is not communicated. For 2020/21, sales were just under EUR 1 billion, with an Ebitda margin in the double-digit range.

Company locations:

In Germany there are 16 locations including production. Sales, product, communication and administration are located in Cologne. The logistics center and IT are in Vettelschoß, and finance and internal services are in Burg Ockenfels. The Global Hub and the Birkenstock Digital and Birkenstock Cosmetics divisions are based in Munich. Internationally there are branches in the USA, Canada, Brazil, China, Hong Kong, Japan, Denmark, Poland, Switzerland, Spain, UK, France, Norway, Dubai and India.