Footwear group Birkenstock has taken over direct distribution in South Korea as part of a push into Asia.

It will launch an online shop and open stores in spring 2025.

In the past, limited production capacity had prevented the company from expanding in the region, it said.

The sales relaunch will be accompanied by a repositioning of the brand in the premium segment, with a focus on a younger target consumer group.

Bikenstock plans to expand brand awareness through regional content on its website and local social media channels, as well as through collaborations with selected local artists, fashion brands and influencers.