Birkenstock Holding PLC is set to accelerate its store openings in the U.S., targeting 25-30 new locations by 2027, exceeding previous IPO projections. Currently, the company has 71 stores globally, including only 9 in the U.S., with new openings planned in Nashville and Houston. The strategic focus areas for these stores are regions with hybrid work growth and college areas. Furthermore, the direct-to-consumer segment is expected to see significant growth, with total U.S. revenues projected to reach €630 million by FY27.
Management plans to expand its direct-to-consumer stores, with a goal of increasing from 71 to approximately 150 globally by FY27, exceeding initial expectations.
J.P. Morgan analyst Matthew R. Boss highlighted Birkenstock's strategic focus on opening new U.S. locations, anticipating a significant impact on revenue and e-commerce sales.
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