In the retail world, we often throw around the term "disruptor" when we’re talking about a promising new brand that breaks through the busy marketplace and challenges the status quo; or even leads the charge in a broader cultural movement. But in some cases, that story isn't about something new at all, but something enduring. Something that's been there all along, waiting for the world to catch up. Birkenstock is one such brand.

For the majority of their roughly 250-year lifespan, Birkenstock—one of the oldest footwear brands in the world—has been slowly simmering in the background. They built a modestly successful business around the revolutionary innovation and the thoughtful evolution of their signature contoured footbeds, and over time their undeniable comfort and noticeable orthopedic benefits earned them an incredibly loyal yet hyper-niche following. Then, something remarkable happened. In 2012, at a Celine runway show, designer Phoebe Philo—known really in the fashion world for redefining modern luxury—walked out wearing a pair of fur-lined sandals that looked remarkably like Birkenstocks. It wasn't a marketing campaign. It wasn't a collaboration. It was just one woman, making a choice. And the world noticed.

To help us better understand the incredible growth of this brand in the last decade plus, and the very tangible touchstone for its continued success, we're going to hear from David Kahan, President and General Manager of the Americas for Birkenstock.

After that we'll take a closer look at Nordstrom's unique partnership with Birkenstock from one of our very own: Women's Footwear Buyer Randa Farran.

Thanks for tuning in to episode 86. We hope you enjoy it!

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