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Amazon customers who search for Birkenstocks may find shoes from third-party sellers, but they won’t find any results from Birkenstock itself. That has been the case since 2016 even though Amazon was one of Birkenstock’s largest wholesale distributors with “dramatic” growth.
David Kahan, CEO of Birkenstock Americas, who spoke at the Code Commerce event in New York this week, said the decision to pull products from Amazon was an “awakening of where we want the brand to be” after Birkenstock chose partners and points of distribution that were not consistent with the brand itself.