BIRKENSTOCK To Launch Expanded Natural Skin Care Range In The United States And Hires Industry Veteran To Lead The Business

NOVATO, Calif., May 7, 2019 /PRNewswire/ -- BIRKENSTOCK Americas today announced that Louise Caldwell has joined as President and General Manager of BIRKENSTOCK NATURAL SKIN CARE in the United States. Caldwell will oversee this high-growth category and spearhead the launch of the brand's complete range later this year. Caldwell reports to Oliver Reichert and Markus Bensberg, the two CEOs of the BIRKENSTOCK Group, who also lead the recently established sister company BIRKENSTOCK COSMETICS with headquarters in Germany.

Caldwell joins the company with a successful twenty plus year track record of growing brands in the beauty industry. She served as VP of Sales at Revlon and Elizabeth Arden, and SVP of Sales at Drunk Elephant – where she helped establish the fastest growing skin care brand in Sephora US's history. Caldwell also founded her own consultancy advising early-stage beauty brands including Germany-based Dr. Barbara Sturm. Caldwell has led retail partnerships across all channels in the category including department stores, specialty beauty and consumer direct.

"BIRKENSTOCK is such an iconic global brand that proudly stands for health and wellness as well as high quality, well-made products. With a strong foundation in footwear that delivers real benefits and a deeply devoted fan base made up of so many naturally-minded women, the opportunity to bring this premier range of Made in Germany natural skin care to the U.S., is truly a once in a lifetime opportunity," says Caldwell.

"As the inventor of the footbed, we have a particularly close connection to personal well-being," points out Oliver Reichert, CEO of the BIRKENSTOCK Group. "Alongside healthy walking, standing, running, and resting, skin care has a considerable influence on our well-being. The cosmetics industry offers countless products in this area. Unfortunately, however, many of these contain chemical ingredients that may have a negative effect the defensive properties of the skin and on its ability to regulate moisture balance. This prompted us to start thinking about a healthy product concept in this segment. The result is BIRKENSTOCK NATURAL SKIN CARE – genuine certified natural cosmetics without the use of chemicals. The United States offer exceptional business opportunities for our latest product category."

Markus Bensberg, CEO of the BIRKENSTOCK Group, notes: "BIRKENSTOCK has a huge and constantly growing fan base in the U.S. It was in the late 1960s when our brand arrived in the United States. We are excited to launch our natural skin care product line almost exactly half a century later. The U.S. market is and always will be one of our most important markets. I'm glad to hand over responsibility for the new business to an acknowledged expert with a proven track record in the industry."

"There is no one better to lead this exciting effort than Louise," notes David Kahan, CEO of BIRKENSTOCK Americas. She has demonstrated a deep understanding of the category and success at all levels throughout her career. We are thrilled to welcome her to the BIRKENSTOCK family. The DNA of BIRKENSTOCK has always centered on personal well-being. As we expand into new product categories, BIRKENSTOCK will always stay true to our 245-year heritage of function and quality. The properties that are naturally found in cork just happen to have tremendous benefits for skin. What a beautiful fit. We view our BIRKENSTOCK NATURAL SKIN CARE range as a natural next step for the brand."

In releasing BIRKENSTOCK NATURAL SKIN CARE, the company is translating the comfort of the original BIRKENSTOCK footbed to an innovative certified natural cosmetics line. The same raw material that is used as a key component of the legendary footbed is also at the heart of the complete line of care products: natural cork. Based on the remarkable anti-aging effects of the extract obtained from the layer of bark from the cork oak, a multi-active cork oak complex has been developed exclusively for BIRKENSTOCK NATURAL SKIN CARE.

This natural, active bio-liquid complex based on cork extract and coconut oil stimulates cell renewal, boosts the skin's protective barrier and increases moisture. Through its positive effect on the anti-aging gene Klotho, it is proven to reduce the appearance of wrinkles and help skin appear smoother, making use of the cork oak's unique ability to constantly renew its own bark layer. All BIRKENSTOCK NATURAL SKIN CARE products contain our cork oak complex in a variety of concentrations. Its effect has been proven in clinical trials.

BIRKENSTOCK NATURAL SKIN CARE products are genuine natural "Made in Germany" cosmetics, certified according to the international COSMOS NATURAL standard and are subject to the strictest testing criteria. Effectiveness and dermatological compatibility have been scientifically approved by independent institutions. Consequently, the complete BIRKENSTOCK NATURAL SKIN CARE assortment uses the pure power of nature and strongly opposes the use of controversial chemicals, such as parabens, surfactants, silicones or paraffins. Of course, no animal testing may be carried out or commissioned either in the development or testing phase of our products. In addition, BIRKENSTOCK NATURAL SKIN CARE uses resource-saving packaging and a smart and environmentally friendly refill system that helps protect the earth's natural resources.

ABOUT BIRKENSTOCK

BIRKENSTOCK is a global footwear brand that stands for quality, function, and all-round well-being. With more than 4,300 employees worldwide, this traditional, sixth-generation family-run business is also one of the German footwear industry's biggest employers. The company's historic roots can be traced as far back as 1774. BIRKENSTOCK was already using the term "footbed" in the 1910s, giving it the meaning which is commonly understood by consumers all over the world to this day – as a synonym for outstanding comfort when walking and standing. By the early 1970s, BIRKENSTOCK had become a global player. Manufactured in Germany, the sandals are now sold in more than 100 countries on all continents. BIRKENSTOCK also has a growing range of enclosed shoes, children's shoes, and occupational footwear, as well as specialist products for orthopedic retailers, socks, bags, and belts. In 2017, BIRKENSTOCK added sleep systems and natural cosmetics (BIRKENSTOCK NATURAL SKIN CARE) to its portfolio of products. The company is headquartered in Neustadt (Wied). BIRKENSTOCK has 13 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing family-owned enterprise also operates its own sales offices in the United States and Canada as well as in Brazil, China, Hong Kong, Japan, Denmark, Spain, the United Kingdom and Dubai.

SOURCE BIRKENSTOCK

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