German comfort brand Birkenstock is taking advantage of its current popularity with a move into licensing. According to a company statement, TM1 Trademark One AG, Starnberg, Germany, has been retained to establish its global licensing business.
The company plans to extend its reach into the healthy sleep, living, workplace and running markets. “Entering the licensing business is part of the offensive growth and investment strategy that we launched this past year,” said Oliver Reichert, CEO of the Birkenstock Group, Neustadt, Germany. “This step comes at a time when our core business is booming and our brand is experiencing strong acceptance worldwide.”
David Kahan, CEO of Birkenstock USA, Novato, Calif., added, “The Birkenstock name carries tremendous relevance related to health/wellness, so we are exploring potential opportunities where the brand may connect with consumers across different categories.”