Birkenstock launches direct distribution in South Korea

Birkenstock is expanding its presence in Asia with the launch of direct distribution in South Korea. 

The footwear brand has introduced a country-specific e-commerce website for South Korean consumers, laying the foundation for further expansion in the country.

The online store offers an extensive selection of seasonal and timeless footwear styles, including the premium 1774 line. The product range also features exclusive designs tailored specifically for the Korean market.

Looking ahead, Birkenstock is expected to continue expanding in the market with the opening of physical stores and collaborations with select department stores in spring 2025.

To enhance customer engagement, Birkenstock has also introduced the ‘My Birkenstock’ membership program, offering exclusive benefits such as access to new collections and birthday vouchers.

As part of its broader strategy, Birkenstock is repositioning itself in the South Korean market, targeting a younger demographic and positioning the brand within the premium segment. Regional content on the company’s website and local social media channels, alongside partnerships with Korean artists, fashion brands, and influencers, will further drive brand awareness.

The move comes as Birkenstock has increased its production capacities thanks to considerable investments, giving Birkenstock the resources to approach the Asian market much more vigorously than before.

South Korea is home to 52 million people and is considered an important voice in the global fashion landscape. With a vibrant domestic market that embraces both emerging local designers and established international brands, South Korea presents a significant opportunity for the brand.