Luca Solca's questions to Birkenstock Holding PLC (BIRK) leadership • Q3 2025
Question
Luca Solca from Sanford C. Bernstein & Co., LLC inquired about the company's strategy and specific plans to maintain and increase brand momentum through marketing, collaborations, social media, and other brand equity-building initiatives.
Answer
CEO Oliver Reichert emphasized that Birkenstock is a purpose-driven brand focused on communicating the functionality of its footbed. He described the core marketing as 'groundwork'—convincing people to try the product. He also mentioned the 1774 luxury collaboration line as a key initiative to reach new, hard-to-find audiences, but stressed the main mission is giving everyone access to the footbed.