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German shoemaker Birkenstock plans to double its business in Japan and offer consumers a wider range of products through selective distribution, according to the first chief executive officer from outside the founding family to run the centuries-old company.

The iconic footwear firm known for its ecologically-friendly and orthopedic sandals has been reinventing itself under Oliver Reichert, a tall, sturdy former television journalist who took over the reins of the 243-year-old business in 2013.

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