The location, Taikoo Li in Chengdu is a landmark of fashion and culture, known for the combination of the historical Daci Temple and modern international street culture with multiple international brands. It enriches the dual lifestyle experience of "fast-paced fun" and "slow living" in Chengdu. This shared essence is what Birkenstock aligns with, aiming to connect a cultural lifestyle that embodies health, quality, heritage, and innovation.

"When expanding, it's crucial to find the right location. That's why we are patient, taking the time to identify the perfect spot in a city, one, that allows us to connect with local communities and engage with our consumers. Chengdu is a relaxed and vibrant at the same time. — one of several in the region we considered, but it quickly rose to the top of our list. The atmosphere and character of Chengdu suit our brand well, making it the ideal place to launch our first permanent Birkenstock store in China," Klaus Baumann, the Chief Sales Officer of Birkenstock Group told China Daily on the opening day at the store.