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On this episode of Talking Shop I’m joined by Alain Bejjani—former Group CEO of Middle East retail giant Majid Al Futtaim, and author of the definitive new book, NEXT: Leading Through the New Realities. Drawing on his childhood in war-torn Beirut, and his experience steering a $9.5bn dollar retail and lifestyle empire through a global pandemic, Alain brings an unmatched perspective on leadership under pressure. Today, we break down his crisis survival playbook for retailers operating in distress. We discuss why resilience must always outpace efficiency, the four assets a brand must protect at all costs, and how to turn macro-turmoil into a long-term direction that scales.

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Birkenstock has reported a 20% rise in adjusted EBITDA to €667m (£583.4m) for the year ended 30 September 2025, while its net profit for the year rose 82% to €348m (£304.4m)

Its revenues also increased 16% to €2.1bn (£1.83bn). Growth was driven by double-digit increases across all regions and channels, with particularly strong momentum in Asia-Pacific. 

The group attributed the sharp rise in annual profit to strong demand across its core markets that helped lift revenue beyond guidance in its final quarter.

The group saw double-digit revenue growth across all segments. It reported a 15% rise in sales in the Americas, 14% in EMEA and 31% on a reported basis 34% in APAC. 

The group’s full year results was underpinned by its fourth-quarter performance. Its adjusted EBITDA increased 17% to €147m (£128.6m), while its sales were up 15% to €526m (£460.1m).

Birkenstock said business-to-business sales, which include wholesale partners, rose 20% over the year, and direct-to-consumer sales increased 11%, supported by the opening of 30 net new own-brand stores, taking the total to 97 globally.

Looking ahead, Birkenstock forecast constant currency revenue growth of 13% to 15% in the 2026 financial year, with reported revenue expected to reach between €2.30bn (2.01bn) and €2.35bn (2.05bn). 

It also guided for adjusted EBITDA of at least €700m (£612m)and said it plans to open about 40 new own-brand stores globally.

The group added that it intends to repurchase up to $200m (£149m) of shares during the year, subject to market conditions.

Oliver Reichert, chief executive, said: “We are proud to be reporting very strong fiscal 2025 results, with constant currency revenue growth coming in ahead of our target at 18% and adjusted EBITDA margin at the high end of our guidance range. Once again, the Birkenstock team executed very well and our brand continues to stand out with consumers.

“As we look forward into fiscal 2026, we see a continuation of the strong consumer demand and double-digit growth. Our growth is currently only limited globally by our production capacity and desire to maintain scarcity; consumer demand remains robust globally.”

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