Birkenstock Orthopädie GmbH & Co. KG has struck a renewed blow against brand piracy. In Hangzhou, capital of the Chinese province of Zhejiang, several thousand pairs of counterfeit Birkenstock models have been seized at a trading enterprise.

The copies discovered, which included Birkenstock classics such as ‘Arizona’, ‘Boston’ and ‘Gizeh’, were intended both for the Chinese and international markets. The goods seized were placed under lock and key by employees of the Administration for Industry and Commerce (AIC), which acts nationwide in China to combat trademark infringement and competition violations.

‘Within a very short period of time, we have acted successfully against brand piracy in China for a second time,’ says Bernd Hillen, brand manager and authorised officer for Birkenstock Orthopädie GmbH & Co. KG. ‘As a long-established company, protecting our brand is important if we are to safeguard our business and the jobs in Germany that are associated with it. Through a range of measures, we will continue to act vigorously to combat product and brand piracy in the future worldwide.’

With this step, family-run Birkenstock has reacted to the everincreasing number of imitation products appearing around the world. According to the Organisation for Economic Co-operation and Development (OECD), product piracy leads to annual losses worldwide of 200 billion US dollars. In Germany alone, the loss amount is estimated to around 25 billion euros per year.

Birkenstock Orthopädie GmbH & Co. KG and its licensees celebrated the 235th anniversary of the family-run company on May 2, 2009. Around 400 national and international customers, as well as business partners from Italy, Switzerland, Great Britain, the Netherlands, Belgium, Lebanon, Japan and Singapore came together to celebrate this occasion at the picturesque Ockenfels Castle in Linz am Rhein.

With perfect spring weather, the numerous guests whiled away the time between the event’s various highlights by sipping refreshing cocktails and enjoying the delicious buffet.

The visitors were particularly taken with the lovingly written history of the company that is steeped in tradition: from the pioneering development of the Blue Footbed and the first flexible deep cork footbed to the current variety of models. In the castle’s various rooms, guests were able to gain an insight into the development of the company – from its humble beginnings to its current international success.

But the product and its current models also played a key role. In a dynamic and entertaining fashion show, the major models of the Birkenstock, Alpro, Birki’s, Papillio, Footprints and Tatami brands showed that comfort, well-being and healthy feet can definitely go hand in hand with fashionable trends.

Sunset marked the start of the event ‘Rhine in Flames’ in which festively illuminated ships, accompanied by a firework and Bengal fires, travelled down the Rhine. The subsequent firework at Ockenfels Castle, which was organised by Birkenstock to celebrate the anniversary, launched the beginning of a night of partying, which for many guests lasted until the early hours of the morning.

The sunset marked the start of the event ‘Rhine in Flames’, which commenced with a breathtaking firework.		After the firework, a night of partying started for many guests, which lasted until the early hours of the morning.

Birkenstock Orthopädie GmbH & Co. KG has taken successful action against brand piracy in China. In early March, after several months of investigations, an illegal production site in Putian, a prefecture-level city in Fujian province, was discovered.

A multistorey building was found to contain production facilities for sandals, accessories and packaging. In all, several hundred fake pairs of the classic "Arizona" sandal, plus a large number of boxes and pamphlets, were seized. Information suggests that this volume corresponds to around one day's production. The longestablished company was assisted in its task by officials from the Putian Quality & Technology Supervision Bureau, who are keeping the confiscated goods under lock and key.

„This success represents another major blow against brand piracy,“ said Bernd Hillen, Birkenstock Orthopädie GmbH & Co. KG.'s brand manager and authorised signatory. „We shall continue to vigorously pursue anyone that makes or sells fake products.“

The Birkenstock owners Stephan and Christian Birkenstock are taking over joint shares of the Birkenstock brand, the licensees Alpro, Betula, Birki, Footprints, Papillio, Tatami as well as other companies from their brother Alex Birkenstock.

With this Alex Birkenstock withdraws from operational business. He continues to be a shareholder in the company. The re-structuring aims to intensify and consolidate the market position of the respective brands.

„By concentrating company shares, we have made an investment in the future“, commented Birkenstock owners Stephan and Christian Birkenstock. „With improved market concepts and licence strategies, we are able to deal optimally with constantly changing market needs. That will ensure success in the long-term and continue to expand it.“

Announced today in a joint statement, Birkenstock Orthopädie GmbH & Co. KG presents a brand new shoe collection in collaboration with the label "Rock Star Baby" by Bon Jovi drummer Tico Torres.

„We are very excited about this venture with Rock Star Baby,“ stated a member of Birkenstock’s executive management team. „Both brands stand for the individual lifestyle and combine quality with a cool factor. We will be unveiling this joint effort to the public for the first time on May 24, 2008.“

The Rock Star Baby by Birkenstock Line features footwear for both adults and children. This new collection marries Birkenstock with rock-n-roll. Colours such as black, anthracite and silver and the materials used create the much sought after rock star style. Birkenstock footwear is „Made in Germany,“ which is synonymous with high quality and craftsmanship. All Rock Star Baby styles feature the contoured Birkenstock footbed renown for its legendary support and comfort.

There are a total of 21 styles in the Rock Star Baby by Birkenstock line, nine styles for youth and twelve styles for adult in sizes 26 to 46. Beginning in July/August, the Rock Star Baby by Birkenstock collection will be available in retail stores.

About Rock Star Baby

Tico Torres is not only well known as the drummer from the successful band Bon Jovi, but also as a painter and sculptor. His career has taken him all around the world for countless concerts and events. Tico noticed how adults tended to looked chic and hip in what they wore, but that the children didn’t have many options. His idea was to develop a lifestyle brand -- Rock Star Baby – for all ages.

Upper material and all details in keeping with the Boston models "Rock Star" and "Skull" (from left to right) coordinated in a very exclusive manner indeed.

Also the childrens’ models "Stars", "Flowers" and "Angel Wings" (from left to right) have been created with a great deal of love and attention to detail.

CRYSTALLIZEDTM - Swarovski Elements and the Rock Star Baby Emblem decorate the Gizeh models "Crystal Square", "Outline" and "Flowers" (from left to right).

NaturalLook GmbH, a long-time distribution partner of Birkenstock Orthopädie GmbH & Co. KG for Italy, celebrated Birkenstock’s 50th anniversary in Italy last week. More than 30 guests and 60 journalists were invited to the Four Seasons Hotel in Milan. The slogan for the entire event was: "50th anniversary of Birkenstock in Italy."

At the same time as the festivities, the guests were treated to an exhibition titled "Birkenstock in Italy – a 50-year success story – from orthopaedic sandals to a fashion phenomenon", which showed the various Birkenstock models, from the early days up to the present. The exhibits included the exclusive and limited edition models "Madrid", "Gizeh" and "Bali", which were issued to mark the 50th anniversary. The upper material and all of the details have been exquisitely matched to one another: The buckles and rivets are golden and the insole is made of soft, bronze Nappa leather with a gold-coloured imprint.

In addition, the book "The Birkenstock Adventure", which tells the story of Birkenstock in Italy was presented. Among other things, statements from long-time partners, collaborators and various journalists were printed. "There is always a recurring theme in the story of how this extraordinary, worldwide success came about: namely, the comfort and sense of well-being that Birkenstock provides. A successful product must prove its worth on both a structural and emotional level", says Patrizia Gatti, editor of "Vogue Italia", about the Birkenstock phenomenon.

Ewald Pitschl, together with his brother Gerhard, the CEO of NaturalLook, gave an enthralling speech at the beginning of the event, in which he looked back on the history of his company: "With Birkenstock, an attitude about life and a lifestyle developed over the years – which was an added bonus to the previous privilege of fashion. From health-conscious, alternative-minded people to the most fashion conscious: Many wearers of these healthy, cheerful and unconventional sandals fall in love with Birkenstock."

About Birkenstock

Headquartered in Vettelschoß/Rheinland-Palatinate, Birkenstock Orthopädie GmbH & Co. KG has a rich history of tradition dating back to 1774. The inventor of the flexible deep cork footbed and the blue footbed develops and markets high-quality sandals and shoes. Birkenstock manufactures exclusively in Germany and sells it current portfolio of around 250 products in more than 80 countries across the globe.

The exhibition "Birkenstock in Italy – a 50-year success story – from orthopaedic sandals to a fashion phenomenon" thrills the visitors

Anniversary model "Bali": The upper material and all of the details have been exquisitely matched to one another

According to a recent survey conducted by the Infratest dimap opinion research center, 67 percent of Germans only want to buy goods that are produced in Germany. 70 percent of those surveyed would even be willing to pay more for products that are “made in Germany.” “The survey confirms that "made in Germany" stands for quality and that it is an important factor in the sales argument,” says Frank Baur from company communications at Birkenstock Orthopädie GmbH & Co. KG.

As a production site, Germany is a pillar for the Birkenstock brand. “Thanks to this fact and the many years of experience of our employees, we are able to guarantee a uniform, high level of quality because we can directly intervene in the production chain if any problems occur" says Baur. “In addition, with Germany as the production site, we can guarantee that we are in compliance with all of the applicable laws, which are among the strictest laws in the world.” This tradition-oriented company has roots going back more than 230 years here and it prizes its position in the heart of Europe. Even at a time when the German shoe industry was largely relocating its production sites in countries with low wages, this manufacturer of high-comfort shoes was creating new jobs in Germany. After the fall of the wall, Birkenstock was one of the first companies to do business in the new Federal states. A former state-run weaving combine was converted into one of the most modern production operations in Saxony.

Birkenstock has eight production sites in North Rhine-Westphalia, Rhineland-Palatinate and Saxony. The company uses efficient technology to make up for the higher salaries compared to other countries. “Wherever work processes can be bundled together in a cost effective way, machines take over the processes. In other areas, extra care must be taken and it makes sense to do the work manually and machine-based processes must also be monitored,” explains Baur. “Despite this, the costs for wages in Germany do not determine the prices of our products. It is the high demand for quality that we and our customers place on our products.”

Only high-quality materials are used by Birkenstock. “Unlike many of our competitors, we only use high-quality, 3 mm-thick leather and the finest natural cork in our products,“ says Baur. “Cheap imitations of our clogs and sandals only look the same at first glance. But when you look closely, the difference is obvious and you feel it immediately when you wear them.”

Today the three Birkenstock brothers, Stephan, Alex and Christian Birkenstock announced the acquisition of Birkenstock Distribution USA, Inc., (BDUSA), the exclusive distributor of Birkenstock brand products in the USA.

As a result of this purchase a new corporate entity has been formed called Birkenstock USA, LP. The new company will continue to operate out of the existing headquarters in Novato, CA., with products shipped from Hebron, KY. It is anticipated to be a smooth transition with no interruption of services to customers.

The new owners see a tremendous opportunity to strengthen the Birkenstock brand in the USA. This will include a strong commitment to a streamlined supply chain, efficient delivery of product and a robust inventory position.

“The U.S. market is one of the largest in the world for the Birkenstock brand,” said the Birkenstock brothers. “As a result of this purchase, our logistics and production expertise can extend deeper into the buying cycle and we anticipate even greater growth in 2008 and beyond. Furthermore we can push the expansion of corner concepts and specialty stores”, remarked the brothers.

Birkenstock will also be well positioned under the new owners to enhance relationships with its retail customers through improved retail partner programs.

“We are very excited about the acquisition because it is the right step for our retail partners and the end consumers of Birkenstock products,” said the three owners. “Based on a long term tradition since 1774 we began exporting our legendary products into the U.S. in 1967. The first 40 years of our operations established an iconic consumer brand and a world-class retail network. We are now positioned to be more competitive in the industry and more responsive to evolving market needs.”

About the two companies
Birkenstock Orthopädie GmbH & Co. KG based in Vettelschoß/Germany is owned by the three Birkenstock brothers Stephan, Alex and Christian Birkenstock. Birkenstock in Germany dates back to 1774. The comfort shoe manufacturer develops and sells high-quality sandals, shoes and footbed insoles, as well as foot and shoe care products. The world's leading producer of flexible cork sandals with deep heel cups still produces exclusively in Germany, and currently sells its range of approximately 250 products in more than 80 countries all over the world.

Birkenstock Distribution USA, Inc. has been the U.S. importer, distributor and marketer of Birkenstock Original Contoured Footbed™ sandals, shoes and clogs. The Company exclusively imported the Birkenstock brand. 100% employee-owned since 2002, BDUSA first began importing Birkenstock products into the U.S. in 1967. Birkenstock brand products are sold in leading independent footwear stores, department stores, footwear chains, in catalogs, online and on television.

The brand was voted „Best Shoes that are Made for Walking”

The German brand Birkenstock was voted winner of the category „Best Shoes that are Made for Walking“, in the course of the CLEO Fashion Awards 2006 by a panel of judges comprising fashion industry experts, in August in Singapore. The australian fashion magazine Cleo from the famous media company Australian Consolidated Press (ACP) is Singapore`s best-selling young women's magazine. The ceremony itself will be held in conjunction with the magazine's 12th anniversary in October 2006 at a well-known and well-respected Singapore nightclub called Zouk.

Birkenstock Orthopädie GmbH & Co. KG based in Vettelschoß/Rheinland-Pfalz near Bonn develops and sells high-quality sandals, shoes and footbed insoles, as well as foot and shoe care products. The world's leading producer of flexible cork sandals with deep heel cups still produces exclusively in Germany, and currently sells its range of approximately 250 products in more than 80 countries all over the world.

The two popular video-jockeys Choy and May, well known from the music and TV station MTV Asia, hand out the award to Geraldine Lee of the Birkenstock agency in Singapur.

The company Birkenstock Orthopädie GmbH & Co. KG located in Vettelschoß/Rheinland-Pfalz near Bonn develops and markets high quality sandals, shoes and inlays for shoes as well as foot and shoe care products worldwide.

The success story of the company Birkenstock begins in 1774: Johann Adam Birkenstock is mentioned in the church archives of the Hessian town of Langenberg as "subject and shoemaker". About 120 years later (in 1896) Konrad Birkenstock opens two specialty shoe stores in Frankfurt/Main and starts production of footbed inlays for shoes. During the first Worldwar he receives the order to manufacture orthopaedic shoes for injured soldiers at the orthopaedic workshop of the sick bay Frankfurt-Friedrichsheim. In 1925 he purchases a large factory in Friedberg (Hesse) which he expands. The so-called Blue Footbed produced at the time was shipped to Austria, France, Denmark, Czechoslovakia, Italy, Luxemburg, Belgium, Norway, Holland, Sweden, Switzerland and of course all over Germany.

From 1932 on, more than 5,000 specialists have visited the so-called "Foot service seminars", the famous "Birkenstock training courses". In 1947 Carl Birkenstock writes the book "Podiatric System Birkenstock", the most widely distributed special reference book of its time which is still - almost 60 years after it first edition - referred to by podiatrists. Thanks to the first electro-mechanical shaping machine, which allowed stepless modelling of a styles in all sizes in the appropriate proportions - also a result of in-house developmental work - Birkenstock is world-leader in this area. This trend is continued when seven years later, in 1980, a computer-controlled, programmable device is developed. In 1982, after three years of preliminary development work the first five styles of the "Thong Sandals" hit to the market.

In the following years a multitude of new styles are created. Today, Birkenstock still produces in Germany exclusively - at seven locations in North Rhine-Westfalia, Rhineland Palatinate and Saxony - and sells their round about 250 products around the globe in more than 80 countries.

Birkenstock's longterm business partner BFS, Birkenstock Footprint Sandals Inc. is founding Birkenstock Distribution USA Inc. on October 1, 2005.

The longterm business partners Birkenstock Orthopädie GmbH & Co. KG, Vettelschoß and BFS Inc., Novato/California have signed a new agreement today. This agreement seals the foundation of a new company. Birkenstock Distribution USA Inc. is a 100%-subsidiary company of BFS Inc. and will exclusively take over marketing of Birkenstock products in the USA effective October 1, 2005.

The contract signed today adapts the agreements pertaining to the decade-long cooperation to the changing demands of today's marketplace and the continued high demand for Birkenstock products in the USA. The two companies agreed to realise a new, joint marketing strategy in order to increase product availability and selection in the USA. Besides supplying the US market from the company's Novato/California warehouses there will be direct shipping programmes from the German logistics centre to retailers across the USA.

"With the help of our top notch logistics we can optimize the conditions for increased growth on the US market. Direct shipping programmes of seasonal items and others from our warehouse in Vettelschoß will supoprt retailers by granting faster availability of our products. We are targetting a growth rate of 20% in the USA" says Birkenstock's top management.

The company Birkenstock Orthopädie GmbH & Co. KG located in Vettelschoß near Bonn on the Rhine develops and markets high quality sandals, shoes and inlays for shoes as well as foot and shoe care products. The worldwide leading manufacturer of flexible cork deep-footbed sandals produces exclusively in Germany and sells their round about 250 products worldwide in more than 80 countries.

On August 3, 2005 Birkenstock Orthopädie GmbH & Co. KG destroyed more than 7,000 imitations of Chinese origin at London's Heathrow Airport. The traditional company announced that it will put up a forceful fight against trademark infringements in the future, too.

This morning 7,368 pairs of shoes went on their last way to the shredder in an area of London's Heathrow Airport that cordoned off the public. Last week Birkenstock Orthopädie GmbH & Co. KG had been informed by the London Customs Office of a suspicious shipment by a Chinese importer. It was alleged to contain phoney goods. The trademark manufacturer was able to clearly identify the goods as imitations of such Birkenstock classics as the Arizona, Madrid and Ramses and procured an immediate destruction of the imitations directly on site.
Up until today the fake shoes were stored at a secret location within the airport premises, which was only accessible to staff members of the Birkenstock company for preservation of evidence purposes. According to schedule the destruction of the goods took place under complete exclusion of the public.

In the aftermath of this destruction transaction Birkenstock announced further forceful action against any type of trademark piracy. Legal proceedings against the Chinese manufacturer and the importer are being prepared. In addition to claiming the costs arising from the destruction of the goods the trademark manufacturer will sue to seek punishment for trademark infringement. Customs offices across Europe were informed of this incident and asked for a heightened level of awareness. "We will take legal action against everybody - manufacturer or importer - no matter how large the number of traded imitations is", announced top management afterwards.

New patent sandals from Birkenstock in bright colours

High gloss is coming: Whether in "Madrid", "Gizeh", "Florida" or "Arizona" - the new patent styles from Birkenstock guarantee a brilliant appearance everywhere. Jazzy, bright colours such a "Strawberry", "Lemon", "Blueberry" or "Apple" make whet your appetite for the hot season. Because of the breezy cut of these Birkenstock sandals there is freshness all around your feet. Four different designs are availabel: There is a choice of a thong style and style without thong with one, two, or three straps. All sandals feature the Original Birkenstock-Footbed made of flexible cork. This way, fashion buffs get through summer in a healthy and comfortable way.

Further Birkenstock styles are included in the current Birkenstock catalogue - - available free of charge by phoning 0180 / 50 50 526 or by Internet at www.birkenstock.de.

Firm hold for your feet: heel strap sandals from Birkenstock

New this spring: When temperatures start rising is the time your winter weary feet need new room to move. The Birkenstock-Footbed mirrors a natural footprint in the sand and gently enhances blood circulation with every step. Styles "Milano", "Rio" and "Roma" offer the necessary space for your toes and their heelstrap gives you comfortable hold.

Further Birkenstock styles are included in the current Birkenstock catalogue - - available free of charge by phoning 0180 / 50 50 526 or by Internet at www.birkenstock.de.