Revenue Radar: Birkenstock steps up with strong Q3 2024 results, but faces industry challenges
Birkenstock, the iconic footwear brand, has delivered impressive performance in Q3 2024, demonstrating strong growth across its key markets and solidifying its position in the competitive footwear industry. However, the company faces challenges related to production capacity expansion and industry dynamics.
Birkenstock reported its Q3 2024 earnings on August 29, 2024.
“Our results for the third quarter of 2024 once again demonstrate the strength of our business model and our ability to achieve the growth and profitability goals we set out for you during our IPO and recent secondary offering roadshow. We achieved the highest quarterly revenue in our history, driven by unbreakable and growing demand across all segments, channels and categories,” said CEO Oliver Reichert.
Birkenstock demonstrated robust growth across all its geographical segments in Q3 2024, showcasing the brand’s global appeal and effective market strategies. In the Americas, the company achieved a 15% revenue increase on a constant currency basis, driven by strong performance in both B2B and DTC channels. Notably, key department store partners in this region exhibited over 25% growth, underlining Birkenstock’s strengthening position in the retail landscape.
Europe, another key market for Birkenstock, saw an impressive 19% revenue growth on a constant currency basis. This growth was fuelled by strong demand across both B2B and DTC channels, with particular strength observed in France and Benelux. The company’s strategic decision to phase out distributors in these markets appears to be paying off, contributing to the segment’s solid performance.
The APMA region (Asia Pacific, Middle East, Africa) emerged as a standout performer, with a remarkable 41% revenue growth on a constant currency basis. This exceptional growth was accompanied by continued retail expansion, with Birkenstock opening 4 new owned stores in the region, bringing its total store count to 23.
Birkenstock’s multi-channel strategy continued to yield positive results in Q3. The B2B channel saw a robust 23% year-over-year growth on a constant currency basis, with over 90% of this growth coming from existing doors. This indicates deepening relationships with retail partners and increased brand penetration in established markets. Meanwhile, the DTC channel grew by 14% on a constant currency basis, maintaining a significant 40% penetration rate for the quarter.
“As a Superbrand we are gaining the attention of our key retail partners and their consumers, who are becoming increasingly selective and more intentional in their spending. They are also looking for more physical touch-points with the products. Our Q3 results demonstrate our ability to meet consumer demand and align with shopping patterns while maintaining our disciplined engineered distribution approach, which remains our guiding principle,” as Reichart.
Birkenstock’s Q3 2024 financial results demonstrate strong revenue growth accompanied by some pressure on profitability margins. The company reported total revenue of €564.8 million, marking a 19% increase year-over-year on both a reported and constant currency basis. This growth was driven by strong performance across all segments and channels.
Gross profit for the quarter reached €335.9 million, up 15% from €292.1 million in Q3 2023. However, the gross profit margin contracted by 220 basis points to 59.5% from 61.7% in the same quarter last year. This margin pressure was primarily attributed to the temporary impact of production capacity expansion and an increase in B2B share compared to the previous year.
Adjusted EBITDA showed robust growth, increasing by 15% year-over-year to €186.3 million. However, the Adjusted EBITDA margin experienced a slight contraction, decreasing by 140 basis points to 33.0% from 34.4% a year ago. This decline was largely due to the aforementioned factors affecting gross profit margin, as well as incremental public company costs and investments in retail expansion.
Interim CFO Ben Kung commented on the company’s profitability. “Gross Margin came in at a Q2 record of 29.2%, surpassing guidance by 110 bps. As you’re well aware, there are many components that can move our Gross Margin, and Q2’s outperformance was driven primarily by music content cost favourability and marketplace,” he said.
Net profit for the quarter increased by 18% to €74.6 million, up from €63.1 million in Q3 2023. This translated to a diluted earnings per share of €0.40, representing a 15% increase from €0.35 in the same period last year.
Birkenstock continues to invest in production capacity and retail expansion to meet growing consumer demand and extend its market reach. During Q3 2024, the company invested €15 million in capital expenditures, bringing the total year-to-date investment to €50 million. A significant portion of this investment is directed towards the ongoing capacity expansion, including the new production facility in Pasewalk, Germany.
“As previously communicated, the ongoing capacity expansion, including the new Pasewalk production facility, provides the Company with the bandwidth and flexibility to expand its footprint into underpenetrated segments and categories,” said Reichart.
While these investments are crucial for long-term growth, they have had a short-term impact on profitability. The company estimates that the temporary effect of this investment reduced gross profit margin and Adjusted EBITDA margin by 120 basis points in the third quarter.
In terms of retail expansion, Birkenstock opened 7 new owned stores during the fiscal third quarter, bringing its total number of owned retail stores to 64 globally. This expansion aligns with the company’s strategy to increase its direct-to-consumer presence and provide more physical touchpoints for consumers.
Product diversification remains a key focus for Birkenstock. The company reported significant growth in closed-toe silhouettes, which grew at over twice the brand average. As a result, closed-toe penetration increased by 400 basis points year-over-year, demonstrating Birkenstock’s success in expanding beyond its traditional sandal offerings.
Birkenstock’s strategic initiatives also extend to its distribution strategy. The company continues to refine its “engineered distribution” approach, which aims to optimize growth and profitability across both B2B and DTC channels. This strategy involves careful product allocation and segmentation, often down to the individual store level, to ensure the right products are sold in the right channels at the right price points.
While Birkenstock’s Q3 2024 results demonstrate strong performance, the company faces ongoing challenges in managing its rapid growth and industry relationships. The temporary impact on margins due to production capacity expansion highlights the delicate balance between growth and profitability that Birkenstock must navigate.
Additionally, as a major player in the footwear industry, Birkenstock must remain vigilant about potential supply chain disruptions, fluctuations in raw material costs, and changing consumer preferences. The company’s ability to maintain its strong brand position while expanding into new product categories and markets will be crucial for its continued success.
Despite the challenges, Birkenstock remains confident in its growth trajectory. The company has confirmed its fiscal 2024 guidance, projecting:
Looking beyond the current fiscal year, Birkenstock reiterated its medium to long-term profitability objectives, targeting:
Reichert expressed confidence in the company’s future prospects: “We remain confident in our ability to deliver on our medium to long-term objectives for mid-to-high teens revenue growth, gross profit margin of 60% and Adjusted EBITDA margin of over 30%.”
As the company continues to execute its growth strategy, balancing expansion with profitability will be key. Birkenstock’s ability to navigate these challenges while maintaining its brand integrity and meeting evolving consumer demands will be crucial in determining its future success in the competitive footwear market.