Birkenstock's Wholesale Business Sees Significant Growth Amid Shift to In-Person Shopping and Strong Consumer Demand.

Birkenstock's wholesale business is booming, driven by a shift to in-person shopping and strong demand across all product categories and target groups. The brand is gaining shelf space, taking market share, and experiencing fast inventory turns. Birkenstock's CEO, Oliver Reichert, attributes this success to the brand's touch-and-feel product and strong brand heat. The company is on track to reach its goal of 100 stores by the end of the fiscal year and expects a return on capital expenditure within 12-18 months of store openings.

Birkenstock's (BIRK) wholesale business is experiencing significant growth, driven by a shift towards in-person shopping and robust demand across all product categories and target groups. The company's CEO, Oliver Reichert, attributes this success to the brand's touch-and-feel product and strong brand heat. Birkenstock is gaining shelf space, taking market share, and experiencing fast inventory turns, with retail revenue at its top 10 wholesale partners rising 25% in the U.S. and 20% in the EMEA region [2].

Reichert noted that the brand's wholesale channel is benefiting more from the shift to in-person shopping, as it has over 12,000 high-quality touch points through its B2B partners compared to its own fleet of 90 doors. This shift favors the B2B channel over direct-to-consumer (DTC) retail operations. The company is on track to reach its goal of 100 stores by the end of the fiscal year, with 13 new doors added so far. Birkenstock expects a return on capital expenditure (CapEx) within 12-18 months of store openings, driven by higher average selling prices and higher units per transaction from the first day of a store's opening [2].

Birkenstock's strong performance is evident in its financial results. The company reported a 73.1% increase in net income for the three months ended June 30, 2025, to 129.2 million euros, or 0.69 euros per diluted share, from 74.6 million euros, or 0.40 euros, a year ago. Revenue for the period rose 12.4% to 635.0 million euros from 564.8 million euros a year ago [2].

The company's wholesale channel sales rose 15% on solid demand from U.S. retailers, outpacing a 9% rise in direct-to-consumer sales globally. Birkenstock's sales in the Americas grew 16% after accounting for currency fluctuations, compared to 20% growth in the previous three months [1]. The company's CEO, Oliver Reichert, noted that the brand's demand is strong across all product categories and target groups, with sales of its classic silhouettes growing double digits and demand for its iconic styles, such as the Arizona and Boston, accelerating within the younger demographic [2].

Birkenstock's strong performance is expected to continue, with the company maintaining its fiscal 2025 revenue growth at the high-end of its forecast range of 15% to 17% on a constant currency basis, and its expectations for adjusted EBITDA margin unchanged at 31.3% to 31.8% [1].

References:
[1] https://www.tradingview.com/news/reuters.com,2025:newsml_L4N3U614D:0-birkenstock-s-profit-beats-estimates-on-strong-footwear-demand-at-full-price/
[2] https://wwd.com/footwear-news/shoe-industry-news/birkenstock-holding-birk-q3-2025-earnings-1238036146/