Do you position yourself in the China market with the same "uncool is cool" notion?

The brand has over 240 years of history, so the key to its success is authenticity. We are proud of our products, especially their functionality and quality. But we also understand that different countries have different needs. We use the insight we gain from customers to improve our product range and market strategy. In China, we position ourselves as a lifestyle footwear brand, and we transmit our brand heritage and message in the way that appeals to local consumers.

Where does the brand stand when it comes to the young, techno-loving generation?

Birkenstock unintentionally is and always has been well connected with the zeitgeist, be it Hippie, Grunge or even Techno. Birkenstock is a very democratic brand, it's like a blank canvas where you can leave your footprint and express yourself. The young generation is searching for the real thing and we are tapping into that and mixing it up to create something unexpected and fresh for them. As a brand, we love to be part of this culture as it keeps us young and vital.