Birki's Increases Focus on Outdoor Enthusiasts

With the most comprehensive product launch in the brand’s history, Birki’s, known for its authentic comfort and performance heritage, is refocusing its product direction and marketing efforts to specifically target the serious outdoor devotee.


Active Recoveryâ„¢ System and Dynamic Footbed Cornerstone of
Technical Approach

NOVATO, Calif. (August 2, 2012) – With the most comprehensive product launch in the brand's history, Birki's ( footwear, known for its authentic comfort and performance heritage, is refocusing its product direction and marketing efforts to specifically target the serious outdoor devotee. Armed with new management and the next evolution of its proprietary Dynamic Footbed, Birki's will showcase this new platform at Outdoor Retailer Summer Market.

"Birki's is evolving,” said Bill Taylor, vice president of sales and marketing for Birki's. "Though consumers know us for comfort, performance has always been part of the brand's DNA. For Spring 2013, we are redoubling our efforts to make sure that outdoor devotees understand the benefits of our Active Recovery™ System, especially as they are looking for footwear that helps feet transition from sport to après sport. The Outdoor/Trekking Collection leads the line and provides an additional tool for retailers to appeal to the outdoor community. Expect to see younger styles, bold colors, and more variety including versatile, casual ¾ slip-ons, ideal for relaxing after a hike or day on a standup paddle. Lastly, our expanded marketing programs encompass strategic partnerships with media outlets that speak directly to our target consumers.”

The new component of Birki's Dynamic Footbed is viscoelastic foam used to stabilize the foot. The “memory foam” yields under stress (viscosity) and returns to its original shape afterwards (elasticity), ensuring ideal pressure distribution and excellent shock-absorption with each step. This is part of the brand's Active Recovery System, increasing the foot's ability to exercise and recover naturally from physical exertion. Active Recovery is in every pair of Birki's shoes and supports the body's natural fluid movements.

In addition to the Outdoor/Trekking line, Birki's will introduce the Neoprene and Elastics collections that combine performance and fashion, especially the latest trends in color, including neons now prevalent across the U.S. footwear landscape.

Recently appointed, Taylor will develop programs to strengthen brand positioning with existing customers, and drive growth in new trade and consumer channels. He will focus on increasing sales and service with a strong core of existing retailers, while expanding the brand's presence in channels, including premier independents, department stores, outdoor and athletic specialty, home and garden and culinary. He leads a team of dedicated territory managers based in key regional markets and an inside sales team based in Novato, Calif. Taylor brings to Birki's an extensive background in footwear, most recently serving as president and CEO at Sanita, where he led the U.S. growth and development team.

For its consumer marketing campaign, Birki's has invested significant resources that will include partnerships with Trail Runner and American Park Network and its Oh, Ranger! National Parks Guide, among others, as well as social media development and expanded partnerships with core traditional and online retailers.

“Birki's is an authentic, active brand with strong equity amongst retailers and consumers,” said Taylor. “There's great opportunity for growth due to the brand's continued product innovations. We're going to aggressively pursue new and existing market segments and explore our potential to the full extent.”

About Birki's: Birki's is a recognized leader in manufacturing quality, comfortable footwear for any professional or active leisure time occasion. An independent company distributed through L+L Logic and Logistics LP, Birki's are quality shoes made in Germany, utilizing centuries of Birkenstock family traditions, research and development. With world headquarters in Vettelschoss, Germany and U.S. headquarters in Novato, CA, Birki's are sold through retailers and wholesalers in more than 85 countries worldwide, including the U.S., Canada, Japan, Taiwan, Hong Kong and throughout Europe.