The famous German Birkenstock sandal propelled to the luxury planet
Orthopedic sandals with the most comfortable but relatively elegant cork soles, all topped with chunky straps in very earthy colors: the traditional image of the Birkenstock shoe was not the most glamorous for a long time.
John MACDOUGALL AFP
Text by: RFI Follow
2 min
They are among the most famous shoes in the world and are a German symbol.
Birkenstock sandals, renowned for their comfort, have already enjoyed export success in Europe and the United States in the past.
With the acquisition of a majority stake in funds close to the French luxury giant LVMH, it is the promising Asian market which should allow the future of the German company to further consolidate the success of the German company.
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With our correspondent in Berlin,
Pascal Thibault
Orthopedic sandals with the most comfortable but relatively elegant cork soles, all topped with chunky straps in very earthy colors: the traditional image of the Birkenstock shoe was not the most glamorous for a long time.
Worn with socks and shorts in summer, we loved them or hated them.
"
The French made fun of the Germans in Birkenstock,
" wrote a colleague after the announcement of the takeover of the company by funds linked to the French luxury giant LVMH.
It must be said that for twenty years the old sandals have undergone a change and have become trendy.
Fashion stars like Kate Moss have worn them.
They have taken on colors and Birkenstock has diversified its offer with socks, belts, bags and cosmetics, all made as they have been for 250 years in Germany.
With the new majority shareholders, the most profitable brand wants to conquer the Asian market.
Jobs in Germany must be guaranteed and all products will always be Made in Germany.
The Birkenstock family assures us: its sandals, which sell for at least sixty euros, will remain affordable.
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