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Birkenstock has seen its brand’s popularity increase over the years, with its various shoe styles appearing from hospitals to runways to the “Barbie” movie.
The company, whose family shoemaking tradition dates back to the 1770s, has what it calls “core silhouettes,” which include Madrid, Arizona, Boston, Giza and Mayari. According to a recent SEC filing by Birkenstock in connection with the IPO, the total number of designs is over 700.
In the 2022 fiscal year, the manufacturer of comfortable sandals sold around 30 million units, as the company reported in this release.
Sandals in a window of a Birkenstock store in Berlin, Germany, on Friday, September 22, 2023. Birkenstock has filed for an initial public offering in New York, another sign of the pull that U.S. stock markets have on European companies seeking an IPO strive for value… (Krisztian Bocsi/Bloomberg via Getty Images / Getty Images)
Birkenstock wearers come from “all walks of life, including doctors, adventurers, professional athletes, families and models on the runways at Paris Fashion Week,” the company said.
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The website showed several designs aimed at medical workers, with closed toes in the front and materials that are easy to disinfect, the website said.
Birkenstock has also become increasingly popular in fashion.
According to a press release at the time, the company held its own event with 40 models during Paris Men’s Fashion Week about six years ago and introduced its spring/summer collection.
Models wore Birkenstocks designed in collaboration with Valentino as they walked the runway in January 2019. Birkenstock Tokio and Milano shoes also received Dior influences for a 2022 runway show.
The sandal maker has reportedly collaborated with other fashion companies in the past.
Over the summer, a light pink pair of Arizona sandals, arguably Birkenstock’s best-known design, made a brief appearance in the Greta Gerwig-directed “Barbie” film. They once did this on Margo Robbie’s feet on screen when she portrayed the title character.
According to Box Office Mojo, this film, which was released in July, has grossed $1.4 billion worldwide.
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Another Birkenstock style, the Boston, has been gaining attention lately, particularly on social media. According to Birkenstock, the clog-like design made its debut in 1976.
LOS ANGELES, CALIFORNIA – JUNE 29: Birkenstock Boston Clog exhibit at Nordstrom & Birkenstocks Birkentalks with the Muleboyz and Nick Wooster at Nordstrom at the Grove on June 29, 2023 in Los Angeles, California. (Photo by Gonzalo Marroquin/Gett… (Photo by Gonzalo Marroquin/Getty Images for Nordstrom/Getty Images)
Adobe Analytics recently forecast online holiday sales totaling $221.8 billion for 2023 and identified Birkenstock Bostons as expected “top sellers” alongside iPhone 15 models, Roombas, Lego minifigures and a range of other products.
In an SEC filing, Birkenstock said various groups have enjoyed its shoes in the past, including “hippies” in the ’60s and ’70s and environmental activists in the ’80s. Since the 1990s, more and more women have been turning to the shoes “to free themselves from traditional fashion norms that required wearing painful high heels and other restrictive shoes,” according to the form.
September 13, 2023, Berlin: Birkenstock models are in a retail store of the shoe manufacturer. The company plans to go public in New York. Photo: Sebastian Christoph Gollnow/dpa (Photo by Sebastian Gollnow/picture Alliance via Getty Images) (Sebastian Gollnow/Picture Alliance via Getty Images / Getty Images)
They’ve also touched on some in the technology space, with Apple co-founder Steve Jobs using a pair from the ’70s and ’80s that eventually found their way into the auction. These Birkenstock Arizonas were purchased in November 2022 for over $218,000, Julien’s Auctions said at the time.
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According to the company, Birkenstock’s customer base by revenue in fiscal 2022 was 31% Millennials, 30% Baby Boomers, 27% Generation X and 12% Generation Z.
The sandal maker is eyeing an IPO, which could reportedly take place this week. The company wants to use the “BIRK” symbol for its shares, which it says will initially be offered on the New York Stock Exchange in the range of $44 to $49.