Birkenstock Holding plc has signed a definitive agreement to acquire Birkenstock Australia Pty. Ltd., its long-time distributor.
The acquisition aims to ensure a smooth leadership transition to Marcel and Manuela Goerke, the founders of Birkenstock Australia, and enable effective knowledge transfer. It also seeks to preserve essential business relationships and reduce operational risks.
The transaction strengthens the company’s investment in the Australian market, which is one of its largest in the APAC region.
“Today, Australia is one of the countries with the highest BIRKENSTOCK per capita sales worldwide. The business that has been built over many years is very healthy, and there are still plenty of opportunities,” said Oliver Reichert, Birkenstock CEO.
“The ownership transition will allow us to unleash the considerable growth potential that our brand has in this market and to serve our huge fan base in Australia.”
Birkenstock International Asia GmbH, a wholly owned subsidiary of Birkenstock, will facilitate the acquisition, securing continuity of contracts, assets, and employees.
Originating in the early 1990s as a family-owned business, Birkenstock Australia has grown to a team of 60 and reported $88.6 million in revenue for the twelve months ending June 30, 2025.
Marcel Goerke will assist with the transition as Managing Director of Birkenstock Australia and report directly to Klaus Baumann, Chief Sales Officer of the Birkenstock Group. The deal is expected to finalise by the end of October 2025.
“Birkenstock has been a part of the Australian lifestyle for well over 30 years. The marketing of Birkenstock’s core values of quality, craftsmanship and sustainability by a dedicated team of enthusiasts over three decades has made its mark. Today, we have signed an agreement with the Birkenstock Group, planning to actively invest in the business,” said Goerke.
“This is good news for Birkenstock Australia, as additional resources will be used to further nurture the growing network of independent Birkenstock retailers and Birkenstock stores. It’s also great news for all those here who work day in, day out to ensure that all Birkenstock fans in Australia have an extraordinary brand experience allowing them to walk as nature intended.”