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What We Learned from Birkenstock’s IPO Filing


Birkenstock, which filed an IPO registration on Sept. 12 and is projected to have an $8 billion valuation when it goes public, plans to trade on the New York Stock Exchange under the ticker, “BIRK.” The offering is projected to go off during the first half of October.

Birkenstock currently generates 54 percent of its business in the Americas versus 36 percent in its home European market. An estimated 72 percent of its customers are female, and 61 percent are either Baby Boomers (30%) or Millennials (31%), according to information contained in the registration statement. Income-wise, 69 percent of brand customers make either $50-100K (35%) annually or $100-200K (34%).

Citing a recent consumer survey, the company says its average customer owns 3.6 pairs of Birkenstocks today and that 86 percent of recent Birkenstock purchasers indicated that they would purchase the brand again.

Over the last eight years, Birkenstock has seen its annual sales rise from €292 million ($311 m) in 2014 to €1,243 million ($1.32b) in 2022. The company launched its segment in 2016 when annual sales were €452 million ($481.4m). DTC represented 38 percent of FY22 revenues, up from 18 percent in FY18, with e-commerce accounting for 89 percent of the total.