On the eve of the Wall Street stock market flotation, and after peaking in popularity with their “guest appearance” in Greta Gerwig’s film “Barbie”, comes a nasty setback in the seemingly unstoppable run of success of the world-famous Birkenstocks. The manufacturer of the iconic ugly-chic sandals has been beaten (again) in court by the (much smaller) Goldstar-Valleverde group.
The Romagna-based company, with its factory in Coriano di Rimini, prevailed against the German giant led by LVMH, a French giant whose investment fund, L Catterton, owns the majority of Birkenstock.
History
The object of desire or rather of the controversy is a sole: or better the “classic” woven pattern of the soles of Birkenstock sandals, which the German manufacturer and the Italian Goldstar-Valleverde group share.
The dispute between the two parties arose seven years ago, when Birkenstock sued Valleverde for infringement of Intellectual Property. The bone of contention, in fact, was the design of the soles of the two sandals, which looks similar, but which Valleverde has repeatedly proven to have been using for over 40 years.A legal battle that over the past 7 years has raged on several fronts, passing through the courts of Italy, France, Benelux and finally Germany, the “lion’s den”.
It was a debacle for Birkenstock, since the rulings always favored the Italian group, up to and including the latest decision in recent days before the German Federal Court regarding the registrability of Birkenstock’s sole weave.
The ruling
“In this decision, the GPTO (German Patent and Trademark Office) came to the conclusion that Birkenstock’s position mark no. 30 2015 053 169 should be cancelled on the basis of lack of distinctiveness within the meaning of Sec. 8 par. 2 No. 1 of the German Trademark Law” – so reads the text of the judgment.
The comments
During this litigation, all attempts by Birkenstock to both patent its models and register the sole design as a trademark were challenged: “In the various courts”, reads a statement signed by Elvio Silvagni, president of the Silver1 group, which owns the Goldstar, Valleverde and Biochic brands, “we have proven that this is a sole that we have been using for 40 years, and which we can therefore use quite legitimately. This latest verdict simply confirms what had already been established by the European Court of Justice in its 2018 ruling and then in Italy, Germany and the Benelux”.
“A legal battle that has now lasted for over seven years”, reads the note, “and which has so far seen the small Italian group always see its rights vindicated”.
The conclusion(?)
It seems, however, that seven years of battles, let alone the rulings by courts across Europe, are not enough for Birkenstock, because, according to the latest reports in various media, it seems that the queen of sandals has already decided to appeal the Federal Court decision before the German Supreme Court.
As in any self-respecting soap opera, therefore, the last episode of the series ends on a cliffhanger, foreshadowing the arrival of an exciting new season…
FAQs
Birkenstock: after sales boom comes defeat by Valleverde sandals. On the eve of the Wall Street stock market flotation, and after peaking in popularity with their “guest appearance” in Greta Gerwig's film “Barbie”, comes a nasty setback in the seemingly unstoppable run of success of the world-famous Birkenstocks.
Are Birkenstocks still trendy in 2024? ›
In 2024, Birkenstock-mania is no where close to stopping. Earlier this year, the brand revisited three of its flagship models: the Madrid shoes (the very first sandals imagined by the company), the Arizona shoes (a symbol of the 1970s counter-culture), and finally the Gizeh shoes, created in 1983.
Are Birkenstocks less expensive in Germany? ›
They are about the same.
Do birks have a lifetime warranty? ›
Birkenstock does not offer a specific warranty or guarantee of longevity. Some people keep their Birkenstocks for 10 years, while others may only get one summer out of them. How long your Birkenstock footwear lasts is determined by how well you treat them, and how hard you are on your shoes in general.
Which Birkenstocks are most popular? ›
The Birkenstock Boston is arguably the most popular offering from the German brand. Characterized by its closed-toe upper, the clog-shaped mule not only features an easy slip-on build but also provides protection against the elements.
Are Birkenstocks cool again? ›
But as the cycles of fashion turned, Birkenstocks became cool again.
What is the lifespan of Birkenstocks? ›
The average lifespan of a Birkenstock is said to be 10-12 years which is incredible in the world of fast fashion and cheap consumables. Their timeless design guarantees their resistance to short-lived trends and their use of top quality, sustainable raw materials ensures a longevity that is hard to match.
Can you return old Birkenstocks? ›
Footwear and accessories may be returned or exchanged at no charge, in original purchase condition and packaging, within 30 days of delivery. All returns are subject to inspection. All packages, including original containers, must be unmarked and not defaced in any manner.
What can I do with old Birkenstocks? ›
Choosing to repair your Birkenstocks and taking a stand against throwaway society can be a much more sustainable and eco-friendly option. Some of the most common and needed Birkenstock repairs are a sole replacement, cork repair, hard heel tab and recycle.
Is it worth it to resole Birkenstocks? ›
When your Birkenstocks start showing signs of wear, it's worth considering resoling instead of buying a new pair. Not only does resoling cost significantly less than a new pair of Birkenstocks, but it also reduces waste and supports sustainable consumer practices.
Best Birkenstock dupe overall: Cushionaire Lane Cork Footbed Sandal. We ranked this sandal as the best overall Birkenstock dupe for three reasons. One, it looks pretty similar to the original. Two, the insoles are made with 100% genuine suede, which contours to the shape of your feet after a few wears.
Who is Birkenstocks biggest competitor? ›
Top 5 Birkenstock competitors
- Autry.
- Kinis HealthTech.
- Soleni Shoes.
- Calla Shoes.
- FootStock.
"They're really good for if you have a flat foot or you have arch pain because they have a supportive longitudinal arch. But I would recommend them to most people — unless you have some kind of severe ailment that obviously needs a more personalized approach."
What is the age demographic for Birkenstock? ›
Demonstrating a diverse group of age ranges, 31% of the company's customers are millennials, 30% are baby boomers, 27% are Gen X and 12% are Gen Z. With the completion of an IPO, Birkenstock will be a controlled company with L Catterton holding a majority of the combined voting power of its outstanding ordinary shares.
Are Birkenstocks just a trend? ›
The 2023 Way: Birkenstocks are back, and they're way more elevated than you remember. “Birkenstock's iconic slides have done the nearly impossible by breaking into a new fashion category while preserving their original designs," says Tara West, fashion stylist, lifestyle blogger, and podcast co-host.
How fashionable are Birkenstocks? ›
Years ago, Birkenstocks were very much considered fashion outliers. But over the past few years, they've exploded in popularity.
Are Birkenstocks timeless? ›
That's why there are three important aspects when it comes to our sandals and shoes: a timeless design unaffected by short-lived trends, the use of sustainable raw materials, such as the natural cork used for our original BIRKENSTOCK footbed, and responsible production.
