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Birkenstock sales to surge in UK as trendy footwear brand makes latest update

2025-10-27 23:26:00 By

Birkenstock is predicting a significant stride forward in its UK sales for the current financial year as demand surges. The footwear brand has disclosed that so far, sales are "above initial expectations" for the year ending in September.

Bolstered by retail store openings and growth in the wholesale channel, Birkenstock has enjoyed a continued increase in UK revenue, as reported by City AM.

According to recent accounts filed with Companies House, the company's turnover leapt from £47.8m to £59.8m in the 12 months up to 30 September 2024, with pre-tax profits climbing from £1.2m to £1.8m in the same timeframe.

These figures build on an upward trend from £34.5m in 2022, £23.2m in 2021, and £14.7m in 2020.

Following Birkenstock's IPO on the New York Stock Exchange on 11 October 2023, the firm has been driving successes in its wholesale business.

A board statement read: "Birkenstock UK has achieved significant revenue growth in a challenging economic environment, underscoring the strength of its brand and business model."

It continued, "While profitability was impacted by rising costs and strategic investments in retail expansion, the company achieved revenue growth in 2024 and this is looking to continue into 2025."

Concluding, the statement highlighted that through "By leveraging its vertically integrated operations and strong wholesale partnerships, the company remains resilient amidst market challenges and poised for future success."

Birkenstock has reported a strong performance in its wholesale supply to retailers during the financial year, despite the ongoing squeeze on consumer spending. The company stated: "The wholesale supply to retailers performed excellently during the financial year as the UK retail sector continued to show resilience while wholesale revenues grew by 24 per cent."

It also acknowledged the challenges faced by its multi-channel wholesale partners due to inflation and cost of living increases, but noted that growth reflects the strength of the Birkenstock brand with these partners.

Regarding its future prospects, the company expressed optimism, stating: "Birkenstock is expecting continued growth in the segment for sandals, boots and shoes with an orthopaedic footbed, connected with fashionable design and high quality."

The firm emphasised its focus on the value and importance of the footbed.

Sales of boots and shoes have exceeded initial expectations throughout the current financial year, with the company revealing: "Sales revenues throughout the current financial year have been above initial expectations."

With a robust order book, Birkenstock anticipates that the number of boots and shoes sold, and consequently sales revenues, will continue to rise in the financial year 2024/25.

This forecast is based on evident demand, notably through wholesale forward orders driven by current sell-through and the continued growth of these products in their retail stores.

The company added: "There will be additional resource to drive growth in professional products including hospitality and medical sectors which is a strategic priority across the group."

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UK's first floating Padel courts set for Liverpool Waters

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Decking firm Lakeland Verandahs celebrates Dubai sky pool contract as it plans £1m Middle East push

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Ann Summers reports £13.1m loss amid inflation and Google search challenges

Ann Summers has reported a deeper pre-tax loss of £13.1m for the year ending 29 June, 2024, as it faced "significant external pressures" that include the cost-of-living crisis, rising inflation, and Google's safe search restrictions. This comes after a previous loss of £3.8m in the preceding 12 months, as reported by City AM. According to its latest filings with Companies House, the retailer also saw its turnover dip from £104.5m to £93m over the same period. The company invested nearly £7m in the last financial year to drive growth. In terms of regional performance, Ann Summers witnessed UK turnover decline from £100.6m to £89.7m, European turnover fall from £3m to £2.8m, and turnover in the rest of the world drop from £919,882 to £503,231. Despite reducing store numbers from 85 to 80 in the UK, the firm increased its staff count from 1,114 to 1,180. Having last registered a pre-tax profit of £6.6m in the year to June 2021, the business has since accumulated a pre-tax loss of approximately £40m. Tackling issues with Google safe search, a statement from the board read: "The financial year 2023-24 has been a challenging yet transformative period for Ann Summers group." It continued: "Despite facing significant external pressures, we have made strategic decisions to position our business for future growth and resilience." Ann Summers has reported that its business was "notably impacted" by inflation and the cost-of-living crisis, which were "coupled with a tumultuous political landscape affecting consumer confidence and discretionary spending". The company also noted that its online sales "remained stable, despite challenges advertising online due to Google safe search restrictions and Meta blocking issues". Ann Summers highlighted its third-party partnership with Asos as being "one of the standout successes of the year". The firm stated: "Despite the tough trading environment, we have continued to support the strategic growth of the business, investing £6.8m within the period. "During the year we invested heavily in delivering large-scale strategic projects, which launched just after the period ended. "We launched our brand new website Knickerbox which helps overcome our limitations from Google safe search." In addition, significant investments were made in technology, including the implementation of a new product information management platform. This has streamlined operations and enhanced customer experience, while also improving delivery and fulfilment capabilities. Looking ahead, Ann Summers said: "We are committed to continuing our investment in growth and transformation. "We have a clear strategy in place to navigate the current economic challenges and emerge stronger.