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International footwear retailer Birkenstock continues SA expansion

By our African Marketing Confederation News Team | 2026

Iconic German-based brand opens more new outlets at upmarket locations in Johannesburg and Polokwane.

Birkenstock, the German-based footwear brand, is continuing its South African expansion strategy by opening two new stores: one at Mall of the North in Polokwane, and the other at Fourways Mall in Johannesburg.

The 100-square-metre Fourways Mall location is the brand’s 17th and largest store in South Africa to date. The Polokwane opening is the brand’s first foray into Limpopo province.

Photo: Birkenstock

Founded in 1774, Birkenstock claims to be one of the top five global footwear brands. It is also said to be one of Germany’s best-known export brands, with products sold in approximately 90 countries.

Its sandals and shoes are synonymous with themes such as ‘orthopaedic sandals’, ‘health sandals’ and ‘comfort footwear’.

The brand entered the South African market in February 2021 by opening a concept store at Cavendish Square, Cape Town. Later that same year it opened at Sandton City in Johannesburg.

It has subsequently opened at locations such as Menlyn Park and Brooklyn Mall shopping centres in the Tshwane area, Canal Walk Shopping Centre in Cape Town, Junction Shopping Centre in Ballito, and Hyde Park Corner and The Zone in Johannesburg.

Store look and feel

The look and feel of the stores also reflect the Birkenstock upmarket image and price point. The company says its retail spaces offer consumers a full sensory experience, reflecting the brand relationship with nature and natural elements. The bright contemporary interior features elements of jute, cork and leather, taking inspiration from its iconic footwear.

In January 2026, the company launched a South African marketing campaign showcasing industry-leading local female professionals who spend long hours on their feet. The campaign celebrates the brand’s specialist Professional footwear collection.

The series brings to life the story of Marchay Linderoth, a freestyle hairstylist who blends artistic vision with technical skill daily. Being the ‘go-to’ stylist among Cape Town’s creative industry, her work spans commercial fashion, music videos and bespoke client styling.

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