Birkenstock Acquires Its Long-time Australian Distributor


Birkenstock has inked a new deal to acquire its longstanding distributor in Australia.

According to the German footwear company, the acquisition “seeks to ensure a seamless succession” for the two founders of Birkenstock Australia – Marcel and Manuela Goerke. Terms of the deal were not disclosed.

Birkenstock noted that the acquisition “aims to ensure a seamless handover process and effective knowledge transfer, enabling a smooth ownership transition while protecting key business relationships and minimizing operational risks.”

Marcel Goerke, co-founder of Birkenstock Australia, will support the transition as managing director of Birkenstock Australia. He will report to Klaus Baumann, chief sales officer of the Birkenstock Group. The transaction is expected to close by the end of this month.

In a statement on Wednesday, Goerke noted that the acquisition is Birkenstock’s way of actively investing in its Australian business.

“This is good news as additional resources will be used to further nurture the growing network of independent Birkenstock retailers and Birkenstock stores,” he said. “It’s also great news for all those here who work day in, day out to ensure that all Birkenstock fans in Australia have an extraordinary brand experience allowing them to walk as nature intended.”

The acquisition will be carried out via Birkenstock International Asia GmbH – a 100 percent-owned subsidiary of Birkenstock – and will “safeguard continuity for all contracts, assets and employees.”

Since the early 1990s, the family-owned business has grown into the current company, Birkenstock Australia, with around 60 employees and an annual revenue of AU$88.6 million.

Birkenstock Australia has its headquarters in Melbourne. The company also operates two owned stores in Melbourne, a monobrand partner store in Sydney and an online shop. Additionally, it maintains a distribution network of over 300 wholesale partners.

Oliver Reichert, chief executive officer of Birkenstock, added that the example of Birkenstock Australia “shows what people can achieve when love, dedication, and hard work come together with a product that has a genuine purpose.”

“Marcel Goerke, who followed in his father’s footsteps – himself a passionate Birkenstock retailer – along with his wife Manuela Goerke and the people who rallied around them and embraced our footbed mission, did an amazing job,” Reichert said. “Today, Australia is one of the countries with the highest Birkenstock per capita sales worldwide. The business that has been built over many years is very healthy, and there are still plenty of opportunities. The ownership transition will allow us to unleash the considerable growth potential that our brand has in this market and to serve our huge fan base in Australia.”

This deal comes just weeks after the company acquired a new production facility near Dresden, Germany for a net purchase price of 18 million euros. The company said it signed the purchase agreement on Sept. 23, and the acquisition is expected to close in the fiscal first quarter later this year.

In September, Birkenstock also gave an early glimpse at its fourth quarter earnings ahead of a meeting with analysts and investors at its Munich headquarters.

Birkenstock reported that it expects fourth quarter revenues to total at least 520 million euros, growth of at least 14 percent on a reported basis and 18 percent in constant currency.

This would result in full year revenue of at least 2.09 billion euros, growth of 15.9 percent on a reported basis and 17.5 percent in constant currency, above guidance by 15 percent to 17 percent.

Birkenstock will release its full fiscal fourth quarter and full year 2025 results on Dec. 18.



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