Birkenstock opens second company-owned retail store in the U.S.
German lifestyle brand Birkenstock Americas has chosen Venice Beach, California to house its second company-owned retail store in the United States.
Located at 1208 Abbot Kinney Boulevard and opened August 1, the location houses a variety of the brand’s signature sandals, as well as a range of shoes, boots, socks, bags and belts for men, women and children, as well as the new Birkenstock skincare line. According to a press release, the store will also offer a curated selection of limited-edition designer collaboration styles.
The store’s design is meant to evoke a beach bungalow, the brand said, complete with cork and leather accents, as well as a courtyard. In order to decorate the space, Birkenstock partnered with Southern California painter Andy Davis to create a large scale mural, and artist Inga Guzyte for a series of sculptures of Birkenstock styles made from recycled skateboard decks.
The Venice Beach opening marks the 50th Birkenstock owned-store globally and the second in the United States. The brand opened its first U.S. company-owned location in New York City in October of 2018.
“[Venice Beach] is a vibrant place that not only gives home to an incredibly large collection of global lifestyle brands and trend-setting retailers but also celebrates life and showcases a new generation of urban artists,” said Oliver Reichert, CEO of Birkenstock. “Being here will keep our brand vivid and will also create visibility for all the innovations in our collection towards a group of enlightened, highly influential consumers."
In order to boost the new opening, Birkenstock partnered with Venice Beach-born film director and photographer, Ace Norton, to produce a short film and still campaign inspired by the local community.
To further support the local area, 10% of sales from the opening week of the Birkenstock Venice store will be donated to Venice Arts, a Venice Beach non-profit focused on supporting low-income youth through photography and film education.
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