retail
retail

Birkenstock Makes Move into Licensing

The German comfort brand has signed with TM1 Trademark One AG.

Comfort Birkenstock

German comfort brand Birkenstock is taking advantage of its current popularity with a move into licensing. According to a company statement, TM1 Trademark One AG, Starnberg, Germany, has been retained to establish its global licensing business.

The company plans to extend its reach into the healthy sleep, living, workplace and running markets.  "Entering the licensing business is part of the offensive growth and investment strategy that we launched this past year," said Oliver Reichert, CEO of the Birkenstock Group, Neustadt, Germany. "This step comes at a time when our core business is booming and our brand is experiencing strong acceptance worldwide."

David Kahan, CEO of Birkenstock USA, Novato, Calif., added, "The Birkenstock name carries tremendous relevance related to health/wellness, so we are exploring potential opportunities where the brand may connect with consumers across different categories."

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false