Case Study | Birkenstock’s Evolution - Navigating Heritage and Modern Market Challenges

Birkenstock, a heritage brand rooted in craftsmanship since 1774, has recently undergone significant changes following its acquisition by L Catterton and its IPO debut. While the company has shown revenue growth and global expansion, declining profit margins and a growing reliance on marketing-led strategies signal a shift from its original values. With new product categories and high-fashion collaborations entering the mix, the brand now faces the challenge of balancing modern market demands with the authenticity that built its legacy.

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