Discussions suggest Birkenstock may be on the verge of being purchased by private equity firms
The footwear industry has been grappling with the challenges of the pandemic, but one brand that has managed to thrive is Birkenstock. According to reports from The NPD Group, the family-owned German footwear brand was a bright spot in the industry during the pandemic.
Brands like UGG, Crocs, and Birkenstock have seen growth in an otherwise tough year for footwear, as consumers gravitate towards more comfortable options. Birkenstock, in particular, has enjoyed a resurgence among fashionistas, with its comfy leather sandal expanding its following thanks to a variety of finishes and styles.
Despite this success, there have been rumours of a potential sale of Birkenstock for $4.8 billion to a European private equity firm. The potential buyer, CVC Capital Partners, currently owns Swiss watch brand Breitling and German beauty retailer Douglas.
However, it is important to note that these rumours have not been confirmed, and there are no publicly available updates specifically confirming a current or imminent sale of Birkenstock to CVC Capital Partners as of early August 2025.
Birkenstock opened its first company-owned U.S. store three years ago, and the brand has a rich history dating back to its invention in Germany in 1774. The brand enjoyed a heyday in the U.S. in the sixties, and its casual and comfortable style has resonated with consumers even today.
According to an NPD survey, 70% of consumers plan to dress at least as casually as they did before the pandemic once they return to work and normal activities. This trend bodes well for Birkenstock, as the brand's focus on comfort and style aligns with consumers' changing preferences.
If the sale of Birkenstock were to go through, it would be a significant transaction in the footwear industry. The sale would not be the first acquisition by CVC Capital Partners in the consumer goods sector, as the private equity firm has already shown an interest in the industry.
However, as of now, Birkenstock remains under the ownership of the private equity group that acquired the majority stake in 2021, and no recent confirmed deal or negotiations around a $4.8 billion sale have been reported. Birkenstock did not immediately return a request for comment regarding the potential sale.
The fashion category is projected to recoup less than half of the volume it lost in 2020, according to NPD's Future of Footwear report. The pandemic has not led to a major resurgence in fashion footwear, but brands like Birkenstock that focus on comfort and style may continue to thrive in the post-pandemic world.
AI models can predict that Birkenstock may be a target for acquisition, given its recent growth and success during the pandemic in the finance sphere. However, as of early August 2025, there are no publicly available updates confirming a current or imminent sale to CVC Capital Partners in the business world. Despite this uncertainty, Birkenstock's focus on comfort and style aligns with consumers' changing preferences post-pandemic, making it an attractive option in the evolving fashion landscape.
