German shoe brand, Birkenstock has opened its first company-owned UK store today (Friday 16 November 2017) on Neal Street in London's Covent Garden. The 60 sq m store offers the brand's selection of more than 250 footwear styles – the largest in the UK – and encompasses sandals and closed shoes for women, men and kids, as well as Birkenstock bags, legwear and accessories.
Leather and cork – materials synonymous with Birkenstock – appear throughout the store, which has been designed in collaboration with Vitra. Design elements include an oversized footbed sculpted into concrete and framed in sumptuous leather. Felt, another signature Birkenstock material, appears in multi-layered stacked display units, held together with brown leather straps.
The store also features Vitra furniture and custom shopfittings, including the light concept and custom-made units to reflect the Birkenstock philosophy.
'It is an essential part of our global retail ambition to open our own stores in strategic, high traffic locations and vibrant neighborhoods. London is a key market for Birkenstock and we are thrilled to open our first store in the artistic and historic Covent Garden neighbourhood. This London opening follows a few months of ephemeral stores, our Birkenstock Box concept, which allows us to develop a global retail experiment with key partners.' says Oliver Reichert, CEO of Birkenstock.