Birkenstock to Begin Licensing

Footwear company Birkenstock is gearing up to license its brand with the help of its global consultant TM1 Trademark One.

The family-owned and operated company will focus on four licensing themes that dovetail with the Birkenstock core brand: healthy sleep and living, the healthy workplace, healthy feet and running and a healthy outlook on life.

“Entering the licensing business is part of the offensive growth and investment strategy that we launched this past year,” says Oliver Reichert, chief executive officer, Birkenstock. “This step comes at a time when our core business is booming and our brand is experiencing strong acceptance worldwide.”