Birkenstock Opens First Indonesian Concept Store in Bali with 180-Sqm Community Hub

Birkenstock opened its first standalone concept store in Indonesia on September 10, adding a two-storey, 180-square-metre community space in Ubud, Bali.

The location takes the German footwear brand into direct retail in Southeast Asia’s largest consumer market after years of selling exclusively through local department stores.

Balinese Architecture and Premium Footwear

Architect Yoka Sara designed the Ubud property around traditional Balinese residential layouts, using the concept of ‘Umah’, the local word for home. Sara placed the store entrance around a kitchen layout, reflecting the traditional first room entered in a Balinese house.

Retail space on the upper floor carries Birkenstock’s higher-margin 1774 line alongside an exhibition detailing shoe assembly methods and raw materials. Adjoining the sales floor, the two-level community hub hosts sound healing sessions, yoga classes, and craft workshops run by local practitioners.

We want to strengthen our presence in strategic markets while staying true to what defines us; creating experiences that are relevant to the places and communities we become part of.

Direct Retail Over Wholesale Shelves

Choosing Ubud over Jakarta shifts Birkenstock’s commercial entry point away from high-traffic Indonesian shopping malls. Bali gives the footwear maker direct access to international tourist footfall and resident expatriates who already know the brand, keeping customer acquisition costs lower than a ground-up push in the capital.

The format also protects pricing power. Selling premium lines like the 1774 collection inside department stores limits brand control and exposes inventory to concession discounting, whereas a dedicated venue allows Birkenstock to sell full-price stock alongside experiential programming.

Regional Expansion Track

Direct store rollouts across Asia-Pacific have accelerated following Birkenstock’s flagship opening in Tokyo’s Shibuya district in July 2026. The shift reflects a wider push across the region to convert third-party wholesale accounts into owned mono-brand flagships in primary resort and metropolitan locations.

Store traffic metrics from Ubud will determine whether Birkenstock expands the standalone concept into Jakarta and Surabaya mall developments later in the financial year.