German footwear brand Birkenstock unveiled its first store in France amid its European expansion strategy. Located at 17 Rue des Archives in Paris's vibrant Marais district, the two-storey, 130-square-meter store is just steps away from the iconic Centre Pompidou and Paris City Hall. One of the store’s notable product offerings is the NATURAL ACTIVE RECOVERY PACK, an exclusive kit limited to 1,500 pieces. This special edition includes the Active Recovery footbed, Birki Air 2.0, and innovative cork tools, packaged specially for this launch.
"This store will help us to connect more personally with consumers. There are many key cities where we are not present in Europe. We are excited to start our retail expansion in a more meaningful way with an iconic city like Paris and in a renowned location like the Marais, bringing rich storytelling and experience around the footbed in a unique environment that reflects an authentic Parisian flavor." said Nico Bouyakhf, President & Managing Director, BIRKENSTOCK Europe.
Designed with a unique blend of aesthetic and functional elements, the store features gypsum walls, hinting at the ancient quarries that contributed to Paris's architectural heritage. Key materials like leather and cork, central to Birkenstock's renowned footbed, are showcased throughout the space. The store's basement houses an "experience area," where consumers can engage with the brand's latest campaigns, courtesy of a giant lightbox. This area is also used for community events and retail activations, enhancing customer interaction and brand engagement.
The opening was preceded by exclusive preview events on July 18 and 19, where guests and media were invited to participate in guided sports sessions with the local running community, Distance Athletic. These sessions were followed by recovery moments featuring the new NATURAL ACTIVE RECOVERY KIT, further highlighting the store’s role as more than just a retail space but a community hub for wellness enthusiasts.
Consumer reactions to Birkenstock's new Parisian presence have been overwhelmingly positive, reflecting the brand's successful bridging of its historical roots with modern, community-centric retail experiences. Financial analysts and fashion experts see this opening as a strategic move, positioning Birkenstock for robust growth in the competitive European market.
Birkenstock plans to leverage this Paris store as a springboard for further expansion across Europe. The company has ambitions to open additional stores in major European cities over the next few years, broadening access to its iconic products and innovative foot health solutions. This expansion aligns with Birkenstock's long-standing global strategy, which has seen its products celebrated in over 100 countries.
Birkenstock Paris Store Location
Store Address: 17 Rue des Archives, 75004 Paris
Opening Times: Monday – Saturday: 10:30am – 7:30pm
