Joining the trend of retailers going DTC, the popular German footwear brand is opening an NYC store that will feature its full collection in addition to accessories and even a skincare line

Despite its popularity among American consumers, Birkenstock has never had a brick-and-mortar store on U.S. soil. That changed as of October 1, when Birkenstock opened a Manhattan store carrying its full line.

Receiving newfound hype and fashion credibility, the brand has been experiencing increasing sales. Thanks to expanded popularity after an appearance on the runway for Celine in 2012, Birkenstock saw sales triple to a total around $800 million by 2016. This success has led to a widened customer base as well as an expansion of the line into other products, and encouraged the opening of the first U.S. retail space.

In addition to the brand’s famous Arizona sandal, the store will feature items like boots, sneakers, socks and belts. The company also has a new skincare brand that will be offered in the store.

The bread and butter of Birkenstock, however, will always remain footwear. The brand plans on opening additional stores in both the Chinese and U.S. markets, and estimates it will move at least 30 million pairs of shoes next year.

Birkenstock

Despite its popularity among American consumers, Birkenstock has never had a brick-and-mortar store on U.S. soil. That changed as of October 1, when Birkenstock opened a Manhattan store carrying its full line.

Receiving newfound hype and fashion credibility, the brand has been experiencing increasing sales. Thanks to expanded popularity after an appearance on the runway for Celine in 2012, Birkenstock saw sales triple to a total around $800 million by 2016. This success has led to a widened customer base as well as an expansion of the line into other products, and encouraged the opening of the first U.S. retail space.