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Oliver Reichert

Chief Executive Officer and Director, Birkenstock Holding plc

Search every verified Oliver Reichert interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Oliver Reichert, CEO of Birkenstock Holding, discussed the company's fiscal second quarter 2025 results in May 2025, reporting revenue of €574 million, a 19% year-over-year increase. He described tariffs as "an opportunity and not a risk," stating that the company would fully offset their effects, and noted that consumer demand had not changed. Reichert also emphasized the company's focus on brand equity and retail expansion, and mentioned that Birkenstock was selective about its B2B partners, declining to serve certain retailers it deemed not additive to its portfolio. In earlier appearances, Reichert addressed Birkenstock's 2023 stock market debut, describing the company as a "purpose brand" and stating that going public was the "second best option" after remaining family-owned. He also discussed past decisions to stop selling on Amazon, citing issues with counterfeits and what he described as Amazon's poor treatment of brands, and said the company would not resume working with the platform. In a 2019 interview, he reflected on the brand's image transformation, saying the old cliché of Birkenstock as "German marketing, female, old, sick" was outdated and that the brand had a broad international target group.

Recent appearances

  • Birkenstock Holding plc (BIRK) Q2 2025 Earnings – Full Coverage

    May 18, 2025 · 📺 Fyfull

    *Birkenstock Holding plc (BIRK) Q2 2025 Earnings – Full Coverage* *Key Highlights:* *Financials* – Q2 2025 revenue €574M (~$614M USD, +19% YoY, +18% constant currency), gross margin 57.7% (+1.4%), adjusted EBITDA €200M (+23%, 34.8% margin), EPS €0.55 (+33%). *Operations* – DTC +17%, B2B +18%, closed-toe +400bps mix, APAC +30%, Americas +23%, EMEA +12%; 77 owned stores (+6), membership 10M (+25%). *Strategy* – CEO Oliver Reichert emphasized brand equity, tariff mitigation (EU production), retail expansion; CFO Ivica Kroll raised EBITDA margin guidance to 31.3-31.8%. *Outlook* – FY 2025…

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  • Birkenstock CEO Oliver Reichert on stock market debut

    October 11, 2023 · 📺 CNBC Television

    Birkenstock CEO Oliver Reichert joins 'Squawk on the Street' to discuss why now is the right time to go public, how Reichert has kept the brand relevant, and more. For access to live and exclusive video from CNBC subscribe to CNBC PRO: https://cnb.cx/2NGeIvi  » Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision » Subscribe to CNBC: https://cnb.cx/SubscribeCNBC Turn to CNBC TV for the latest stock market news and analysis. From market futures to live price updates CNBC is the leader in business news worldwide. Connect with CNBC News Online Get the latest news: http://www.cnbc.com/…

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  • Oliver Reichert: How Birkenstock managed the image transformation (Interview) | OMR Festival 2019...

    May 20, 2019 · 📺 OMR

    For many years, the Birkenstock brand lacked sex appeal. But since former TV executive Oliver Reichert took over the leadership of the family business in 2013 as one of two CEOs, Birkenstock has experienced an impressive renaissance. Suddenly, Birkenstocks are appearing on the runways of high-fashion shows and becoming a popular footwear among US hipsters. At the same time, the company has almost doubled its shoe production and increased sales to €800 million. This despite Reichert making some controversial decisions, such as squaring off with Amazon or canceling a collaboration with the mega-…

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  • ZEITmagazin & VOGUE Conference Winter 2018: Interview with Birkenstock CEO Oliver Reichert

    January 17, 2018 · 📺 Studio ZX

    The global fashion system is facing unprecedented upheaval. Old concepts are reaching their limits, new ideas are breaking through. What is the core of fashion? What will we always long for? On January 15, 2018, international experts from the fashion and creative industries discussed these questions at the ZEITmagazin & VOGUE Conference at Berlin's Kronprinzenpalais. Information at www.convent.de/mode

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The summary and quote tags on this profile are produced with AI assistance from verified, first-person interview transcripts, then checked by our team to confirm the speaker's identity and the accuracy of every quote. See how we verify →