Birkenstock, the German sandals, shoes, and clogs maker, has roots stretching back to 1774. But of late, the brand is behaving far removed from a cautious German legacy brand, with its soul firmly focused on growth across various demographics. From the streets to the slopes; everyday and luxury, Birkenstock is marching on.
Birkenstock has taken to the snow-swept peaks of Les Deux Alpes. A strategic nod to Birkenstock’s evolving identity, the brand’s latest pop-up is more than just a fleeting retail experiment. Birkenstock continues to subtly stitch its heritage into the broader reaches of contemporary luxury. And what better place to reach their consumer than in the serene moments of après-ski where dwell time can be capitalised on?
This retail activation aligns with the brand’s wider transformation, set in motion in 2012 with the appointment of its first professional CEO—a notable break from its family-run past. The 2021 sale of a majority stake to an LVMH-backed private equity firm further cemented Birkenstock’s place within the luxury sphere, challenging the notion of the brand as merely utilitarian.
Situated in one of Europe's iconic ski resorts, the Les Deux Alpes pop-up goes beyond catering to the well-heeled, après-ski crowd; it reflects Birkenstock’s nuanced approach to growth—blending its rugged, outdoor spirit with the understated codes of luxury. It’s about embedding the brand in cultural hotspots, from cosmopolitan pavements to alpine retreats.
Running from 1 to 26 February, the pop-up is housed in a chalet, harmonising the brand's aesthetic with the dramatic Alpine backdrop. Inspired by brutalist design principles, the space juxtaposes bold architectural elements with the raw beauty of the surrounding landscape. Inside, visitors will find a curated selection of winter-ready products, including fur-lined versions of the iconic Arizona and Boston models, the latest collection from Birkenstock's premium 1774 line, and the Book of Birkenstock.
The versatile Highwood collection invites customers to explore Birkenstock's signature footbed beyond sandals, extending into closed shoes and boots ideal for the colder climate. Adding to the holistic experience, the pop-up features Birkenstock Care Essentials, designed to rejuvenate tired feet after long days on the slopes.
This alpine move sits comfortably alongside recent product developments, like the Tokia 2—a streamlined, urban design that signals Birkenstock’s confident step into performance footwear—and the collaboration with Munich-based Schuh Bertl, a partnership that bridges traditional German craftsmanship with modern design sensibilities. It proves the brand can still stretch its legs beyond the corporate confines of LVMH’s empire.
Birkenstock's Les Deux Alpes pop-up is a distilled expression of Birkenstock’s evolving strategy—one that cleverly balances its cobbler roots with ambitions for cultural relevance and commercial momentum.
The pop-up located at Les Terres de Venosc will run until February 26th.
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