Birkenstock recently announced plans to license its brand. The comfort shoe manufacturer plans to use licensing agreements to reach new strategic business segments, markets, and target groups. According to a company statement, Birkenstock has selected TM1 Trademark One AG, Starnberg, Germany, to be its exclusive consultant in the effort to establish its global licensing business.
The line extension will focus on four themes that align with the Birkenstock brand core: healthy sleep and living, the healthy workplace, healthy feet and running, and a healthy outlook on life. The licensing agreements are planned as long-term partnerships. Quality and function are top priorities for partner selection and product development. The decision to go into licensing was preceded by a comprehensive evaluation process.
"Entering the licensing business is part of the offensive growth and investment strategy that we launched this past year," explained Oliver Reichert, CEO of the Birkenstock Group. "This step comes at a time when our core business is booming and our brand is experiencing strong acceptance worldwide. This also means an increase in our customers' expectations of us as a global brand."
The company plans to access new business segments through long-term strategic licensing partnerships with companies that have a similar philosophy, building primarily on high quality and excellent function in the individual segments.
