Birkenstock's mobile retail box premieres in USA with Barneys New York
today Sep 8, 2017
The Birkenstock Box, the German footwear label's itinerant retail concept, is premièring in the USA in collaboration with Barneys New York and in parallel with the New York Fashion Week, scheduled from 8th to 12th September. The Box is now located at 90 Gansevoort Street, in Manhattan's Meatpacking District, facing the Whitney Museum of American Art.
The Birkenstock Box is designed by architects Pierre Jorge Gonzalez and Judith Haase, and consists of two cargo containers positioned one atop the other, whose interiors are personalised depending on Birkenstock’s retail partner and the range of footwear on display. In New York, the box is showcasing limited edition versions of the 'Arizona' sandals, created in collaboration with Barneys New York, and a selection from the luxury department store's range including apparel, accessories and beauty products.
Also on sale, a selection of other Birkenstock models exclusive to the USA, and the German brand's new Natural Care line of hand and foot creams. The Barneys New York x Birkenstock models are also available on birkenstock.com, on barneys.com and at selected Barneys New York stores. A second joint initiative with Barneys New York for the Birkenstock Box is planned in Seoul for the spring 2018.
Luxury department store Barneys was founded in New York in 1929, and currently operates stores in New York, Beverly Hills, Chicago, Seattle, Boston, San Francisco and Las Vegas, as well as 16 other stores and outlets in the USA and the barneys.com website.
The Birkenstock ergonomic footwear brand was created in Germany as far back as 1774, and the company is still owned by the same family, now in its sixth generation. The group, which also distributes gloves, scarves, socks and hosiery, is based in Neustadt, Germany, and has over 3,800 employees. Its revenue in 2016 topped the €500 million mark, growing between 20% and 30%.
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