Birkenstock is stepping out of its iconic cork footbed and into the wellness space with the U.S. debut of its Care Essentials foot care pop-up. Opening May 31 at The Grove in Los Angeles, the immersive retail experience marks a new chapter for the 250-year-old German shoemaker — one that goes beyond sandals and into skin care for the feet.
The serene, neutral-toned pop-up will run through June 26 and offers a hands-on introduction to Birkenstock’s Care Essentials line, which first launched in late 2024. The collection includes six at-home foot care staples like bath salts, exfoliating scrubs, nourishing balms and dry oils, all made in Germany with vegan formulations and 100 percent natural origin ingredients. Visitors can explore the full range and get early access to the upcoming body care collection ahead of its August launch.
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Design-wise, the space is set to channel a modern apothecary with spa-like restraint. Neutral tones, raw textures and soft lighting set the tone, while open shelving and ingredient displays bring the product story forward. A dedicated foot care lounge sits just beyond sheer drapery, outfitted with plush chairs and natural wood finishes.
“We’re thrilled to introduce Birkenstock Care Essentials to The Grove in Los Angeles,” said Quentin Ojeda, director of Birkenstock Care Essentials. “This pop-up experience allows us to share self-care from the feet up with the L.A. community firsthand.”
The Grove pop-up follows the brand’s first foot spa activation at Merci in Paris, part of a global rollout that includes Singapore and Japan. For Birkenstock, it’s more than a retail experiment — it’s a natural extension of its orthopedics-rooted philosophy. As Ojeda previously shared with WWD, “The footbed is the perfect companion to bring you from A to B, but when you rest at home, the Care Essentials line is there when you are not moving.”
The move also comes as Birkenstock continues to post double-digit revenue growth and raise 2025 guidance, proving that wellness is more than a passing trend. A June 11 event will offer limited-edition gifts, and early visitors on opening day will receive a gift-with-purchase.