SMH: Birkenstock and beyond: Our passion for ‘ugly’ shoes is going strong

Image Credit: SMH / Nick Moir

Birkenstock's rocky debut on the New York Stock Exchange, with a 13 per cent drop in its share price, contrasts with its strong foothold in the Australian market, where its comfort-focused sandals are highly popular. The brand considers Australia one of its largest and most established markets in the Asia Pacific region, contributing to its global revenue. Trent Rigby, director at consultancy RetailOasis, notes Birkenstocks' divisive yet enduring appeal, saying, "On one side, you have people who say Birkenstocks are too ugly to be fashionable. On the other side, they’re too comfortable not to be worn." Other comfort-driven brands like Crocs and Hoka are also thriving in Australia, reflecting a broader shift towards functional fashion. Retailers such as Bstore are capitalising on this demand, expanding their physical presence to meet growing consumer interest. Read the full article here.