LF signs contract to sell “Birkenstock,” a German casual shoes brand, in Korea
- To showcase not only summer sandals, its main products, but also other new seasonal products
- To open exclusive stores in major department stores and flagship stores, and not just seasonal shops
- To unfold various distribution strategies using LF’s editorial shop, “Raum Edition” and “Raum Edition Online Mall”
LF (CEO Koo Bon Keul, www.lfcorp.com) will fully start selling products of “Birkenstock,” a German casual shoes brand, in the Korean market from the spring of 2015.
LF signed a contract for the import and sales of Birkenstock products in Korea with its CEO, Oliver Reichert, and LF President Oh Kyu-sik in the LF headquarters in Apgujeong-dong, Seoul, Korea, on March 27.
Birkenstock was founded in 1774 by Johann Adam Birkenstock, a German shoes craftsman, and is a shoes brand with a long history of over 200 years. Under the brand philosophy of “making the most comfortable shoes that protect the intrinsic function of feet,” it has developed arched soles and cork manufacturing engineering particular to the brand. As such, it is steadily keeping its craftsmanship and intrinsic heritage, while also integrating innovative technology.
Birkenstock was responsible for making shoes for injured soldiers during the First World War and is the world’s best producer of shoes for medical treatment. It has, for the last few years, become popular among all age groups of Korean fashionistas, including those in their 20s and 30s, and has risen as a powerful player in the casual shoes market.
LF will sell not only summer sandals, Birkenstock’s main products, but also other new products, such as comfort shoes, work shoes, and boots that boast of comfort and style. With these greatest assets of the brand, the products of the company will be made available for all seasons for full customer satisfaction.
“Birkenstock of a comfortable and differentiated style, is loved as a must have item by global trend setters in line with the recent normcore fashion fever,” said its CEO Oliver Reichert, who participated in the contract signing ceremony. “It is my hope the contract would provide the opportunity for the brand to leap forward once more in the Korean market by making use of LF’s brand know-how and various distribution strategies,” he added.
Birkenstock plans to open exclusive stores in major department stores, and not seasonal shops, during the first half of 2015. Also, it plans to manage street flagship stores that can best show the brand’s concept. Furthermore, it plans to devise various distribution strategies using editorial shops managed by LF, such as “Raum Edition” and “Raum Edition Online Mall (www.raumedition.co.kr).”