German Footwear Brand BIRKENSTOCK Launches New Concept Store In Sandton City
German Footwear Brand BIRKENSTOCK Launches New Concept Store In Sandton City. German lifestyle and Footwear Brand BIRKENSTOCK has launched its concept store in Sandton City. The company is known for providing Birkenstocks, a German brand of sandals, and other shoes notable for their contoured cork footbeds (soles) made with layers of suede and jute, which conform somewhat to the shape of their wearers’ feet.
With the opening of the store the company is investing in South Africa’s economy as this will bring job opportunities to people and also give them a place where they can get their favourite brand of shoes. A foreign company investing into the country is always good as this shows the international community that the country is viable for investment and therefore it will encourage others to do the same, thus growing the economy and creating employment.
The new store in Sandton City is not the first store of the company in South Africa as it joins the BIRKENSTOCK portfolio of retail stores in the V&A Waterfront, Cavendish Square, Somerset Mall, Morningside, and Menlyn. This shows that their business is very lucrative in South Africa, hence there are opening this store. The company was founded in 1774 by Johann Adam Birkenstock and headquartered in Neustadt (Wied), Rhineland-Palatinate, Germany. The company’s original purpose was to create shoes that support and contour the foot, compared to the flat soles of many shoes during that time. In 1896 the Fussbett (footbed) was created and by 1925 Birkenstocks were sold all over Europe.
Since the success of the company in Europe, it has expanded its reach towards other continents such as Asia and Africa. This way the company will fulfil its goals of being a global company. By investing in South Africa the brand is likely to grow throughout the coming years as there are many companies that are being developed and being founded which will fuel the growth of the market therefore making the companies in the market grow as well.
