Birkenstock has opened its first Queensland store in Brisbane CBD, establishing a retail presence inside the heritage-listed Brisbane Arcade.
Brisbane CBD Location Inside Historic Arcade
The new Brisbane CBD Birkenstock store is located at Brisbane Arcade, 117 Adelaide Street. The Arcade has been heritage-listed since 1924 and has long housed fashion retailers and artisan jewellers.
The brand stated the location aligns with its longstanding focus on craftsmanship. The opening marks Birkenstock’s first official store in Queensland.
According to company information, the Brisbane CBD site operates as a partner store. The addition brings the brand’s total store count to four across Australia’s east coast. The Sydney store is also listed as a partner store, while two other locations are operated directly by the company.
Media Launch And Public Activation
The store opening was marked by a media evening held earlier in February 2026. Invited guests were given a preview of the retail space, with archived Birkenstock pieces displayed as part of the event.
A two-day public activation followed at Queen Street Mall. The activation included a branded claw machine and complimentary refreshments. Visitors were also offered vouchers, foot care products and tote bags during the promotion.
Acquisition Background And National Expansion
The Brisbane CBD Birkenstock opening follows the acquisition of Birkenstock Australia Pty. Ltd., the brand’s long-standing distributor. The transaction was finalised by the end of October 2025.
Birkenstock Australia has operated since the 1990s and employs around 60 staff. For the financial year ending June 30, 2025, the business recorded annual revenue of $88.6 million. The company is headquartered in Melbourne, operates an online store, and maintains a distribution network of more than 300 business-to-business partners.
The Brisbane CBD store opening continues Birkenstock’s expansion across Australia, extending the brand’s direct retail footprint into Queensland.
Published 27-Feb-2026
