From comfort-first to fashion staple — how Birkenstock scaled to €1.8B while staying true to its roots.
Introduction
Birkenstock isn’t new. In fact, the brand traces its roots back to 1774. But what makes its recent rise so fascinating is how a product once dismissed as « orthopedic » evolved into a cultural and commercial powerhouse. With a 20% compound annual growth rate (CAGR) over the last ten years, and 2024 revenues hitting €1.8 billion, Birkenstock proves that timeless products paired with cultural timing and branding consistency can deliver extraordinary returns.
Let’s break down how they did it—and what other brands can learn.
Revenue Growth: quiet Compounding
picture credit: image by Quartr
In a market obsessed with hypergrowth, Birkenstock’s story is a masterclass in long-term, sustainable brand building. A 6x increase in revenue over a decade without hype cycles or radical pivots.
The Brand Playbook
Birkenstock’s success is rooted in five pillars: