BIRKENSTOCK Brings Its Iconic Footbed Experience to Paris
BIRKENSTOCK is proud to announce the grand opening of the first-ever retail store in France, right in the heart of Paris's Marais district. On two floors with an area of 130 square meters, it expresses the core values and the brand philosophy: "walking the way nature intended."
That this global fashion and cultural hub chose Paris for its European retail debut says it all about the DNA and charm of this brand for walking and running enthusiasts. There, the design is unique: gypsum walls, evoking the feeling of ancient quarries in this city, while leather and cork—two key raw materials in BIRKENSTOCK footbeds—are in plain sight.
To celebrate, BIRKENSTOCK is launching the new NATURAL ACTIVE RECOVERY PACK – a limited-edition kit to include all-new, exclusive packaging such as the Active Recovery footbed, special edition Birki Air 2.0, and new Cork Tools.
Foot health has always been taken very seriously at BIRKENSTOCK. Innovative designs by Konrad Birkenstock in the early 20th century granted his brand a footbed that provides natural support and even weight distribution with absolutely no pressure points from heel to toe.
The NATURAL ACTIVE RECOVERY PACK goes one step further with a symbiotic approach that links active and passive regeneration for holistic recovery. This unique pack will be available in-store and online, with the aim of full integration into the range by 2025.
A special media and guest preview will be on July 18-19 before the store opens to the general public on July 20. There will be guided sports sessions by Distance Athletic, a running community located in Paris, along with a recovery experience with the NATURAL ACTIVE RECOVERY KIT.
This is now a crucial step in BIRKENSTOCK's strategy for retail expansion in Europe, with further locations planned in major cities over the next few years. It wants to bring the legendary footbed experience directly to the consumer and the local communities, thus adhering to its vision of making this experience available to any person.
