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Commercial Awareness Discussion
Sole Trader: Birkenstock Agrees to Sell its Business to LVMH-backed L Catterton
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<blockquote data-quote="TiredPG" data-source="post: 69298" data-attributes="member: 9578"><p>I actually think this is quite a smart acquisition. I have a few pairs and use them inside and out. They're also the only kind of footwear I'm aware of my friends purchasing during the pandemic - they're super handy for just running out to shops, etc. if you cba putting on shoes and also work for walking, etc. If more people are working from home in the future and athleisure/casual wear is an increasing market, it makes sense for LVMH to want a share of it without compromising on quality or brand recognition. They get a heritage (albeit not luxury) brand with Birkenstock.</p><p></p><p>I also think it points to wider trends within the fashion market of quality, sustainability, ethical considerations. I'm not saying Birkenstock fulfils those criteria, but as a brand it is adjacent to the consumers that value those things.</p></blockquote><p></p>
[QUOTE="TiredPG, post: 69298, member: 9578"] I actually think this is quite a smart acquisition. I have a few pairs and use them inside and out. They're also the only kind of footwear I'm aware of my friends purchasing during the pandemic - they're super handy for just running out to shops, etc. if you cba putting on shoes and also work for walking, etc. If more people are working from home in the future and athleisure/casual wear is an increasing market, it makes sense for LVMH to want a share of it without compromising on quality or brand recognition. They get a heritage (albeit not luxury) brand with Birkenstock. I also think it points to wider trends within the fashion market of quality, sustainability, ethical considerations. I'm not saying Birkenstock fulfils those criteria, but as a brand it is adjacent to the consumers that value those things. [/QUOTE]
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Sole Trader: Birkenstock Agrees to Sell its Business to LVMH-backed L Catterton
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