BIRKENSTOCK Opens The Hague Store in European Retail Push

BIRKENSTOCK continues its ambitious European retail expansion with the opening of its second full-price store in the Netherlands, this time in The Hague. After the successful debut of its first Dutch store in Amsterdam last year, the iconic footwear brand is further strengthening its connection with a community that values authenticity and design.

A New Retail Destination in The Hague’s Royal Shopping District

Located on Hoogstraat in the heart of The Hague’s prestigious royal shopping district, the new BIRKENSTOCK store offers a distinctive blend of historic charm and upscale retail for both loyal enthusiasts and new footbed fans. The opening reaffirms the brand’s commitment to bringing its values of tradition, quality, and function to life in the Netherlands.

BIRKENSTOCK spokesperson said “With this new retail space, BIRKENSTOCK brings its footbed to The Hague’s vibrant scene and invites visitors to experience the brand firsthand—connecting with both loyal customers and new communities alike.”

The new space marks the latest milestone in BIRKENSTOCK’s strategic retail expansion across Europe, offering customers a firsthand experience of the legendary footbed and the brand’s purpose-driven approach to footwear.

Heritage-Inspired Design Meets Modern Function

BIRKENSTOCK’s unique two-level store draws inspiration from The Hague’s architectural heritage, blending the bold geometry and rich materials of early 20th-century Art Deco with the functional elegance of The Hague School (De Haagse School). Historic stained-glass windows—with vivid colors and clean lines—embody a fusion of modernist ideals and traditional craftsmanship. The dazzling windows remain a tribute to the era’s artisanal skills, while the influence of the late 19th-century Dutch design movement—rooted in realism and minimalism—is equally evident.

Inside, the store’s interior reflects this blend of aesthetics and BIRKENSTOCK’s signature simplicity and orthopedic legacy—honoring the city’s distinct architectural language while staying true to the brand’s values of function, quality, and tradition. Wavelike, rounded walls and dark cork meet brushed steel accents, evoking the visual harmony of the footbed’s silhouette and its natural materials. Textured plaster walls, wooden floors, and materials like leather and cork highlight the brand’s tactile authenticity.

A key focal point is the custom-designed stained-glass artwork above the entrance, paying tribute to The Hague’s tradition of storytelling through light and color while narrating the legacy of the original BIRKENSTOCK footbed.

An Immersive Brand Experience

Spanning 80 square meters on the ground floor and 50 square meters on the upper level, the store is designed to serve both loyal fans and a new generation of BIRKENSTOCK consumers. The ground floor houses the main product display and a sculptural cash desk. Upstairs, guests can discover and try on the collection while relaxing on a comfortable, oval-shaped seating element.

The product offering includes signature styles like the ARIZONA, MADRID, and BOSTON, as well as closed-toe silhouettes and seasonal highlights. Shoppers will find the Exquisite collection, Big Buckle styles, water-friendly EVA options, and selections for home and kids. A full range of shoe care products and flexible footbeds—including the Footbed Full Length for Sneakers—round out the offering. The footcare line, CARE ESSENTIALS, encourages customers to explore BIRKENSTOCK’s expertise in foot health beyond footwear.

Building on a New Chapter in the Netherlands

This opening builds on BIRKENSTOCK’s growing presence in the Benelux region. After taking over direct operations in the Netherlands, the brand continues to strengthen its connection with the local market—ensuring its values of quality, function, and innovation are reflected in every touchpoint.

This strategic move is part of a broader initiative to enhance BIRKENSTOCK’s retail presence while fostering closer ties with partners, customers, and brand enthusiasts. By embedding its principles into local environments, BIRKENSTOCK continues to inspire people to “walk as nature intended” across some of Europe’s most inspiring cities.