Birkenstock is strengthening its brand presence in Asia, with the German footwear maker taking over its direct distribution in South Korea.
The sandal maker launched its own country-specific e-commerce website for South Korea on 23 October, laying the foundation for further expansion in the north Asian market.
Via the online platform, locals can shop the most comprehensive product selection of Birkenstocks in South Korea, with an extensive selection of the brand’s seasonal and timeless styles – from classics to brand new silhouettes – including the premium line 1774. The site will also retail special styles created exclusively for the Korean market.
Birkenstock’s South Korea market is helmed by its managing director of Japan and Korea, Raoul Wortmann. Over the past seven years, the executive has already well-established the brand in Japan, with the company looking to leverage Wortmann’s leadership expertise as it launches in the other Asian market under his charge.
As the footwear giant continues to expand across Asia, South Korea has been identified as an important online market, making the launch of its own e-shop timely, as the firm looks to rebrand and shift its focus.
“The sales relaunch will be accompanied by a repositioning of the brand in South Korea in the premium segment, with a focus on a younger target consumer group,” said the company in a press release. “Birkenstock plans to expand brand awareness through regional content on its website and local social media channels, as well as through collaborations with selected local artists, fashion brands and influencers.”
In addition, Birkenstock has introduced its ‘My Birkenstock’ membership program in the Korean market, which gives members access to the latest collections, birthday vouchers and other exclusive benefits.
