Louise Singlehurst's questions to Birkenstock Holding PLC (BIRK) leadership • Q1 2025
Question
Louise Singlehurst of Goldman Sachs asked about the impact of new product launches on price mix and whether these new products are primarily attracting new customers or expanding the purchases of existing loyal customers.
Answer
President, EMEA Nico Bouyakhf explained that the company is seeing record performance in expansionary categories like shoes, with boots selling at a €200 price point. The strategy involves launching new, higher-priced styles in the D2C channel to loyal customers first, then leveraging that success to drive adoption and order growth in the B2B channel, which helps acquire new customers and drive market penetration.