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.
Under his leadership, the brand has expanded its product line to include bags, beds and natural cosmetics — some of which he plans to showcase to Japanese consumers. In the domestic market, shoppers have for decades been beholden to the local distributor's tastes when it came to the Birkenstock footwear found in retail outlets.