Birkenstock expands in natural skin care market with product launch and new President appointment

Birkenstock expands in natural skin care market with product launch and new President appointment

Birkenstock Americas is continuing to cement its presence in the U.S. natural skin care market with the launch of the Birkenstock Natural Skin Care and the appointment of Louise Caldwell as President and General Manager of the range.

Caldwell will be tasked with spearheading the launch of the products later this year and will report to CEOs of the Birkenstock group, Oliver Reichert and Markus Bensberg.

The industry veteran has 20 years’ experience within the market having worked for brands such as Revlon, Elizabeth Arden and Drunk Elephant.

Bensberg said, “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 poven track record in the industry.”

Talking about her appointment, Caldwell noted, “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.”

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