The sandal maker has used fashion collaborations and innovation to land customers since its U.S. introduction in the 1960s
The brand traces its roots to 1774, when records in central Germany listed Johann Adam Birkenstock as a shoemaker. Descendant Konrad Birkenstock, pictured here, in 1925 set up a small factory to produce flexible insoles that he invented.Later generations of Birkenstocks aimed to make the ideal shoe. Dealing with limited materials after World War II, company leaders instead created the classic footbed sandal in 1963. The sandals were a fashion flop. Still, physicians loved them.
Celebrities from Tracee Ellis Ross to Kristen Stewart and Kendall Jenner have since sported the sandals. The company has said it barely needed to spend anything on marketing.In 2013, Birkenstock Group was formed out of a loose association of family companies, creating a corporation with three divisions. Oliver Reichert became CEO, meaning that, for the first time, the company was no longer run by a Birkenstock family member.
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