How did a sandal that originally entered the U.S. market as a health product become a fashion staple and the crowning shoe of a multibillion dollar company? Margot Fraser originally brought Birkenstocks to the U.S. thinking that the comfort of the German sandal would appeal to women. But she couldn’t get shoe stores to sell them. They finally made it into the U.S. market through health food stores. Now, the seductively ugly shoe is a cultural icon and was valued at about $8.6 billion when the company went public last year. WSJ’s Ben Cohen explores the history of Birkenstock and how it paved the way for the future of women’s feet.

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Further reading: 
<a href="https://www.wsj.com/business/retail/birkenstock-ipo-sandals-margot-fraser-254b5c80">Why Americans Are Obsessed With These Ugly Sandals</a> 
<a href="https://www.wsj.com/style/fashion/birkenstock-ipo-sneaker-collectors-f43d4a55">A Key to Birkenstock’s Billion Dollar Success? Its Frumpiest Shoe</a> 
<a href="https://www.wsj.com/story/a-visual-history-of-birkenstocks-rise-from-insoles-to-ipo-7487bc0d">A Visual History of Birkenstock’s Rise, From Insoles to IPO</a> 

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Science of Success: Birkenstocks and the Promise of Healthy Feet

How did a sandal that originally entered the U.S. market as a health product become a fashion staple and the crowning shoe of a multibillion dollar company? Margot Fraser originally brought Birkenstocks to the U.S. thinking that the comfort of the German sandal would appeal to women. But she couldn’t get shoe stores to sell [&hellip;]