BIRKENSTOCK unveils a new look

Footwear brand BIRKENSTOCK – part of Apparel Group in the region – re-opened the doors of its store at The Dubai Mall. Located on the ground floor of the mall in the aquarium aisle, the store is spread across 880 sqft, sporting a totally updated look and feel.

“The store will also be the first in the region to feature BIRKENSTOCK’s new retail concept, which reflects the brand’s traditionally close relationship with nature and its commitment to sustainability,” says Jens Hattab, regional managing director – Middle East, Africa and India for BIRKENSTOCK.

The materials used in the store include cork, leather and felt redefined with a modern take, giving it a premium look and feel. Customers can shop for their footwear seated at the leather couches, instead of queuing up at the cash till, thereby enhancing the shopping environment.

“We are extremely proud to re-open doors at The Dubai Mall – Aquarium aisle. The new location is at a prominent area within the mall and will boost the visibility,” adds Neeraj Tekchandani, group CFO, Apparel Group.

The BIRKENSTOCK store will feature its highly anticipated collaborations with niche and street style focused brands, such as Rick Owens and Random Identities who have crafted exclusive and unique styles – a fusion of designer-led textures and finishes combined with the iconic sandal foot bed. In addition to long-standing classics like the Arizona, Madrid and Gizeh, the SS20 collection brings the Kyoto range, a modernised sandal with a hook-and-loop fastening closure.