Birkenstock Snaps Up Australian Distributor

Core Insights - Birkenstock has acquired its long-time distributor in Australia to ensure a seamless succession for the founders of Birkenstock Australia, Marcel and Manuela Goerke [1][2] - The acquisition aims to facilitate effective knowledge transfer and protect key business relationships while minimizing operational risks [2] - Marcel Goerke will continue to support the transition as managing director, reporting to Klaus Baumann, chief sales officer of the Birkenstock Group [2] Company Growth and Strategy - The acquisition is part of Birkenstock's strategy to actively invest in its Australian business, enhancing resources for independent retailers and Birkenstock stores [3] - Birkenstock Australia, established in the early 1990s, has grown to approximately 60 employees and generates an annual revenue of AU$88.6 million [3] - The acquisition will be executed through Birkenstock International Asia GmbH, ensuring continuity for contracts, assets, and employees [3] Market Position and Future Potential - Birkenstock Australia operates from Melbourne, with two owned stores, a partner store in Sydney, and an online shop, supported by over 300 wholesale partners [4] - The CEO of Birkenstock highlighted the success of Birkenstock Australia, noting it has one of the highest per capita sales of Birkenstock products globally [4] - The ownership transition is expected to unlock significant growth potential for the brand in the Australian market, catering to a large fan base [4]