LONDON — Like Netflix subscriptions, wine of every color and spray-on root concealer, Birkenstocks were among a chosen few products that didn’t suffer the negative effects of lockdown.
With people rarely leaving home and their feet tucked discreetly under the desk during video calls, they became the go-to work shoe for anyone who considered sneakers to be too fussy in times like these.
Indeed, with millions of people locked up in their homes, “the word ‘comfort’ got a whole new meaning,” said the brand’s chief executive officer, Oliver Reichert, in an interview with WWD.
Despite the fact that its stores had been closed for several weeks, and its wholesale partners had — and still have — “considerable problems,” Reichert said sales have remained at last year’s levels.
Long before lockdown, Birkenstock had always been keen to push into new directions, collaborating with luxury