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BIRKENSTOCK PRIVACY POLICY



Effective Date: June 23, 2025

This Privacy Policy describes how Birkenstock USA, LP (“Birkenstock”, “we”, or “us”) collects, uses, discloses, and otherwise processes Personal Information through our website, www.birkenstock.com (the “Site”).

We may update information in this Privacy Policy and other notices regarding our data practices and your rights, modify our methods for responding to your requests, and/or supplement our response to your requests, as we continue to develop our compliance program to reflect the evolution of the law and our understanding of how it relates to our data practices. If we change this Privacy Policy, we will post an updated version on the Site and change the date at the top of this page to reflect the most recent revision. If we materially change this Privacy Policy, we may provide additional specific notice at our discretion.

This Privacy Notice is incorporated by reference into, and is subject to, the Terms of Use. By using this Site, you are accepting the practices described in this Privacy Notice and the Terms of Use.





Personal Information Collection

“Personal Information” means information that is linked or reasonably linkable to you and includes “Personal Data”, as defined in applicable laws. Personal Information does not include information that is publicly available, deidentified, or aggregated.

We may collect the following categories of Personal Information about you from various sources, including automatically when you visit our Site; created by us; directly from you, such as when you place an order online or by phone, save your information with us online, request to pick-up in store, contact us with a question or concern, or participate in a contest, promotion, or survey; and through our vendors, business partners, and third parties. Personal Information we collect about you may vary depending on the nature of your interactions with us and may not include all of the examples listed below.

  • Identifiers and personal records, including name, alias, email address, postal address, phone number, unique personal identifier, online identifier, Internet protocol (IP) address, email address, account name, driver’s license number, or other similar identifiers.
  • Characteristics of protected classifications, including age and date of birth, race, ancestry, ethnic origin, sex, gender, gender identity, and household make-up.
  • Commercial information, including your product interests, your purchases, your account profile, and other purchasing or consuming histories or tendencies.
  • Internet and other electronic network activity information, including your login; device and connection information such as browser type, version, and time zone setting, browser plugin types and versions, operating system, and platform; internet or other similar activity; information about your interaction with a website or advertisement; application logs; Cookie identifier; and products you searched for or viewed.
  • Geolocation data, including your physical location inferred from your IP address and precise physical location and movements.
  • Professional or employment information, including professional, educational, or employment-related information.

We may combine this information with information about you that we acquire from our joint marketing partners, and from unrelated third parties.

If you select a product that offers pick-up in store, the Site may ask if you would like to share your current identified location in order to identify your closest retail location. For pick-up in store locator, you can choose to allow sharing of your location information with the Site or you can block such request through your browser.

Please note that any comments, feedback, suggestions, ideas, and other submissions that you disclose, submit or offer to us in connection with your use of this Site (collectively “Comments”), are subject to our Terms of Use, which explain how we may use and disclose such Comments and/or information about your demographics and use of the Site.





Personal Information Use

We or our vendors may use Personal Information to:

  • Process and fulfill orders, including to deliver the content and services you request, provide information about our products and services, and correspond with you regarding your order status and shipment.
  • Operate the Site, including to maintain, operate, optimize, and provide access to our Site; identify Site visitors; evaluate how our Site performs; repair or improve the quality of our Site; and ensure the Site operates effectively.
  • Communicate with you, including to respond to requests, Comments, or questions; provide customer support; and send you information about our products, services, and promotions.
  • Market and advertise to you, including to display advertisements to you and send you marketing communications and advertisements about our products or services, such as emails and catalogs.
  • Analyze and improve our products and services, including to enhance the Site; develop our products and services; and monitor and analyze Site usage, trends, and statistics.
  • Manage our business operations, including to carry out internal administration, such as recordkeeping and auditing; perform system administration and technology management; identify prospective and manage relationships with existing customers, partners, service providers, and vendors; and engage in any corporate restructuring activities, including to evaluate or execute a sale or transfer of any or all of our assets.
  • Protect the security and integrity of our business, including to safeguard the Site from cybersecurity risks and other threats; authenticate Site users; enforce our Terms of Use and other terms and policies; protect our rights; prevent, identify, investigate, and respond to fraud, illegal or malicious use, violations of our Terms of Use or policies, or other misuse or violation of applicable laws, regulations, or legal processes; and monitor against threats.
  • Comply with legal requirements, industry standards, and our policies, including to manage risks, reporting, investigations, and other compliance activities; identify and manage legal actions related to our or others’ rights or property; respond to court orders or other government and law enforcement mandates or requests; support actual, anticipated, or threatened claims, defenses, or declarations in a case or before any jurisdictional and/or administrative authority or arbitration or mediation panel; and enforce compliance with applicable laws, regulations, or legal processes, as well as industry standards and our company policies, including export control requirements.
  • With notice or consent, for any other purpose when we provide specific notice at the time of collection and/or obtain your consent where necessary.

We use Google reCAPTCHA service to protect this Site from fraud and abuse. Your use of reCAPTCHA is subject to Google’s Privacy Policy (policies.google.com/privacy) and Terms of Use (policies.google.com/terms).





Personal Information Disclosure

We may disclose Personal Information to the following parties:

  • Our affiliates and business partners, as reasonably necessary for the purposes set out in this Privacy Policy and to operate our business.
  • Agents, vendors, consultants, and other service providers that carry out work on our behalf, including to help us to fulfill customer orders; host our websites; analyze our Site and services; process transactions; send communications, such as catalog mailings; conduct surveys; and otherwise support our business.
  • Ad tech companies and other vendors that provide personalized advertising, perform analytics, and provide services described in the “Cookies and Other Online Tracking Technologies” section below.
  • Parties to corporate transactions in the event of a sale, merger, reorganization, or other transfer of our assets, or as part of the due diligence or negotiation of such transaction.
  • Courts, regulatory agencies, law enforcement agencies, other government entities, professional advisors, affected parties, and other external parties if required or authorized to do so by law, or if we believe that such action is necessary or advisable to comply with any law, regulation, or other legal obligation; or to respond to a court order, subpoena, search warrant, or other legal process. We also reserve the right to disclose Personal Information as appropriate or necessary to enforce our Terms of Use, this Privacy Policy, or agreements with third parties; to take precautions against liability; to investigate, prevent, or take action regarding possible illegal activities, suspected fraud, safety of person or property, or a violation of our policies; to defend ourselves against third-party claims or allegations; to assist government enforcement agencies; for law enforcement, crime-prevention, or public safety purposes; to comply with export control requirements; to protect the security or integrity of the Site; or to protect and defend anyone’s rights, property, or personal safety.





Cookies and Other Online Tracking Technologies

We and our vendors use Cookies and other online tracking technologies (“Cookies”) to:

  • Help you access and navigate our Site, including to enable you to shop on our Site and store information that helps you access and navigate the Site more efficiently.
  • Enhance or personalize your online browsing and shopping experience, including to remember the items in your shopping cart, store your preferences, recognize you when you return to our Site, track your orders, customize your browsing experience and show you information likely to be relevant to you, and monitor and maintain information about your use of our Site.
  • Analyze Site interactions, including to collect and analyze information about pages viewed, links clicked, and interaction with our content during your visit or over multiple visits.
  • Advertise to you, including to deliver and customize advertisements and track campaign efficacy.

You may be able to configure your web browser settings to decline the receipt of Cookies, or to notify you when you are sent a Cookie so that you may decide whether or not to accept it. If you disable Cookies, however, certain features of the Site may not function properly or be available.

This Site uses third-party web analytics services, such as Google Analytics, to help us analyze and understand how visitors use the Site. We use this information to administer and improve the quality of our Site and serve ads on our behalf across the internet. We may also implement Google Analytics Advertising Features such as user segment analysis, display advertising, dynamic remarketing, interest-based advertising and impression reporting.

We may contract with service providers to help us analyze activity on our Site through session replay technologies to help us understand and analyze how visitors use our Site, and to improve the Site and our services. These technologies may collect the following types of information, among others: IP address; screen size; device type (unique device identifiers); browser information; geographic location; and preferred language.

Your web browser may have settings that allow you to transmit a “Do Not Track” signal when you visit various websites or use online services. Like many websites, this Site is not designed to respond to “Do Not Track” signals received from browsers. To learn more about “Do Not Track” signals, visit allaboutdnt.com.

We and our vendors may collect Personal Information about your use of the Site and other online activities across time and different devices and websites, which may be used for various purposes such as to associate different devices you use, and to deliver relevant and retargeted content, including interest-based advertising. We may link information collected by Cookies to other information collected about you.

Some vendors offer information about how they use your Personal Information and tools to manage their data collection, including:






Security

Although the security of information transmitted via the internet cannot be guaranteed, we have implemented appropriate safeguards to protect the security and privacy of Personal Information we obtain through the Site.





Links to Other Websites

For your convenience and information, this Site may contain links to other websites that may have privacy practices that differ from our own. We are not responsible for the content, privacy practices, advertising, or products of any linked website that we do not control. We recommend that you review the privacy policy of any website that you access through this Site.





Your Choices

You may review and edit certain Personal Information we collect, such as your name and contact information, by signing in to your account.

You may opt out of receiving catalog mailings from us by submitting your request at this webform. Due to catalog production schedules, it may take up to 3 catalog delivery cycles to be removed from catalog distribution.

You may opt out of receiving newsletters and other promotional email communications from us by clicking the unsubscribe link in those communications or by visiting this webform. Please note that even if you opt out of receiving promotional communications, we may continue to send you non-promotional emails, such as emails regarding your orders and other business transactions with us.

You may adjust your Cookie settings by visiting our Cookie management page.

From time to time, we may rent names from respected third-party direct mail companies to send our catalogs to. If you would like to be added to the National Do Not Mail List, which will remove you from these types of lists which are not managed by Birkenstock; you can contact the Direct Marketing Association at www.DMAChoice.org for further information.





Children’s Privacy

The Site is not directed at, or intended for use by, children under the age of 13 and we do not knowingly collect information from children under the age of 13. If we become aware that we have received Personal Information from a person under the age of 13, we will delete it in accordance with applicable law.





Information for Users Outside the United States

If you are visiting this Site from outside the United States, please be aware that information we collect through the Site may be transferred to and stored on our servers in the United States and in other jurisdictions. By using this Site, you acknowledge and consent to the transfer and processing of your Personal Information in the United States as described in this Privacy Policy. Please be aware that the data protection laws and regulations applicable to your Personal Information transferred to the United States may be different from the laws in your country of residence.





U.S. State Privacy Notice

This U.S. State Privacy Notice (“Notice”) section supplements the Privacy Policy and describes how Birkenstock USA (“us,” “we,” or “our”) processes Personal Information of consumers in states with comprehensive consumer privacy laws, including California (the “Applicable States”). In the event of a conflict between any other policy, statement, or notice and this Notice, this Notice will prevail as to consumers in the Applicable States (“Consumers”).

This Notice describes our collection, use, disclosure, and sale of Consumers’ Personal Information, as well as rights Consumers have under Applicable State privacy laws.

Terms defined in the Applicable State laws that are used in this Notice shall have the same meaning as in the Applicable State law.

COLLECTION AND USE OF PERSONAL INFORMATION


In addition to the Personal Information set out in the “Personal Information Collection” section above, we collect the following categories of Personal Information about Consumers from the Site and other sources, including from our stores, your emails to us, and your social media accounts. Personal Information we collect about you may vary depending on the nature of your interactions with us and may not include all of the examples listed below:

  • Audio, electronic, visual, or similar information, including audio recordings of customer service calls and CCTV footage (applicable to retail locations only).
  • Personal Information described in Cal. Civ. Code § 1798.80(e), including name, signature, address, telephone number, driver’s license or state identification card number, education, employment, employment history, bank account number, credit card number, debit card number, or other financial information.
  • Inferences from Personal Information collected, including customer profiles reflecting preferences and predispositions.

Some Personal Information we collect may be considered Sensitive under certain Applicable State laws and the scope of Sensitive Personal Information changes depending on the Applicable State law. We process Sensitive Personal Information including:

  • Racial or ethnic origin;
  • Gender identity;
  • Financial information;
  • Driver’s license, state identification card, or passport number; or
  • An account login, financial account, debit card, or credit card number in combination with any required security or access code, password, or credentials allowing access to an account.

We use and disclose the categories of Personal Information identified above as set out in the “Personal Information Use” and “Personal Information Disclosure” sections. In addition, we may collect, use, and disclose your Personal Information as required or permitted by Applicable State law. We do not treat deidentified data or aggregate Consumer information as Personal Information, as permitted by Applicable State law, and we reserve the right to convert, or permit others to convert, your Personal Information into deidentified data or aggregate Consumer information. We do not attempt to re-identify such information.

RETENTION OF PERSONAL INFORMATION


We keep the categories of Personal Information described above for as long as is necessary for the purposes described in this Notice or otherwise authorized by law. This generally means holding the information for as long as one of the following apply:

  • The Personal Information is reasonably necessary to manage our operations, to manage your relationship with us, or to satisfy another purpose for which we collected the Personal Information;
  • The Personal Information is reasonably necessary to carry out a disclosed purpose that is reasonably compatible with the context in which the Personal Information was collected;
  • The Personal Information is reasonably required to protect or defend our rights or property (which will generally relate to applicable laws that limit actions in a particular case); or
  • We are otherwise required or permitted to keep the Personal Information by applicable laws or regulations.

Where Personal Information is used for more than one purpose, we will retain it until the purpose with the latest period expires.

SALES AND SHARING FOR TARGETED AND CROSS-CONTEXT BEHAVIORAL ADVERTISING


Under Applicable State law, a “sale” of Personal Information does not necessarily involve an exchange of money. Instead, the term may also include disclosures of Personal Information to third parties under circumstances where the third parties may use the information for their own purposes. We do not sell your Personal Information in exchange for monetary compensation. We may allow certain third parties (such as certain advertising partners) to collect your Personal Information via automated technologies on our online channels or otherwise share Personal Information with such parties in exchange for non-monetary consideration (such as an enhanced ability to serve you content and advertisements that may be of interest to you). You have the right to opt out of this disclosure of your information, as detailed below.

We disclose the following categories of Personal Information about residents of the Applicable States with our advertising partners in a manner that may constitute targeting advertising or cross-contextual behavioral advertising under Applicable State laws in order to enhance our ability to serve you content and advertisements that may be of interest to you: identifiers, commercial information; internet or other electronic network activity information; and inferences.

We work with one or more third parties that may place Cookies on individuals’ computers to (i) administer and analyze effectiveness of advertising or promotional campaigns; (ii) receive information about traffic to our Site and browsing and purchasing activity on our online services; and (iii) provide a more tailored user experience. These third parties may collect information about individuals’ internet or other similar network activity and browsing patterns, IP address, page interaction (such as scrolling, clicks and mouseovers), and information obtained via Cookies with these third parties (such as the website visited before or after), and may retain rights to use some of this information for their own purposes.

SUBMITTING PRIVACY RIGHTS REQUESTS


Under Applicable State laws, Consumers have certain rights, as described in the “Your Privacy Rights” section below, which may be exercised independently or, in certain Applicable States, through an authorized agent. These rights requests are subject to an identification and verification process. We will not fulfill a request unless we have been provided sufficient information for us to reasonably verify that the requestor is the Consumer about whom we collected Personal Information. Please note that if you make a privacy rights request, we will retain the Personal Information submitted in connection with your request for recordkeeping purposes. We will not discriminate against you if you choose to exercise any of your privacy rights.

Consumer privacy rights are described below. To make a request, please use our Consumer Privacy Rights Request webform, available here. To manage your Cookie settings, click here. You may also call us at 1-844-505-4055 to exercise your requests. We will take appropriate steps to confirm identity for purposes of verifying the authenticity of the request. You may be required to provide certain Personal Information to allow us to verify that you are the Consumer about whom the request is being made or the authorized agent of such Consumer. If you request that we provide you with certain rights, we will apply heightened verification standards.

YOUR PRIVACY RIGHTS


Residents of Applicable States have rights related to your Personal Information. Certain rights may not be applicable to your state.

Rights to Confirm, Access, and Know. You may have the right to confirm whether we are processing your Personal Information, to know what Personal Information we have collected about you, to obtain certain details about the Personal Information we process about you, and to access your Personal Information. Oregon and Minnesota residents may also request a list of specific third parties to which we disclosed Personal Information. Delaware residents may request a list of the categories of third parties to which we have disclosed your Personal Information.

Right to Data Portability. You may have the right to obtain a copy of your Personal Information in a portable format.

Right to Correct. You may have the right to request that we correct inaccuracies in your Personal Information, taking into account the nature of the Personal Information and our purposes for processing it.

Right to Delete. You have the right to request that we delete your Personal Information, subject to certain exceptions.

Right to Opt Out of Sales and Sharing of Personal Information for Targeted and Cross-Context Behavioral Advertising. You may have the right to opt out of the sale of your Personal Information, and to request that we do not share your Personal Information for targeted and cross-context behavioral advertising. To opt out, please click here. Please note that opting-out of the sale of your information for interest-based advertising purposes does not mean you will stop seeing ads, including interest-based ads, and your information that was collected and sold prior to 90 days before your opt-out request may be further used and sold for interest-based advertising purposes. Please also note that if you choose to use the Global Privacy Control (GPC) browser signal, you will only be opted out of online sales and sharing for targeted and cross-context behavioral advertising, and will need to turn it on for each browser you use.

Rights Related to Profiling and Automated Decision-Making. You may have the right to opt out of the use of your Personal Information for automated decision-making, including profiling, in furtherance of decisions that produce legal or similarly significant effects. We do not use Personal Information for automated decision-making, including profiling, in furtherance of decisions that produce legal or similarly significant effects concerning Consumers.

Right to Appeal. Sometimes we are unable to process requests relating to your Personal Information, in which case, your request will be denied. If you are a resident of certain Applicable States whose privacy rights request has previously been denied by us and you believe we denied it in error, you may appeal for reconsideration of your request using our Consumer Privacy Rights Request webform, available here.

FINANCIAL INCENTIVE AND LOYALTY PROGRAMS


California Financial Incentive Programs

We may offer you certain financial incentives permitted under applicable law that can result in different prices, rates, or quality levels. A financial incentive notice is either provided below for the particular program listed or will be provided in connection with the offer for the particular financial incentive. Participation in a financial incentive program requires your prior opt-in consent, which you may revoke at any time. We may add or change programs and their terms by posting notice on the program descriptions below or within the offer to participate, so please check them regularly.

Program Incentive Offered Material Terms How to Opt In
First-Time Sign Up Discount Individuals who engage with us in certain ways, such as creating an account or signing up for emails or text messages can earn a discount, such as 10% off their first purchase or free shipping. The First-Time Sign Up Discount is available to Consumers who are 18 years of age or older, and discounts are redeemable only at birkenstock.com/us on full price styles, exclusions apply. We collect your email address and phone number to facilitate our operations, send you marketing messages, and to provide you with benefits. Participating in the First-Time Sign Up Discount is entirely optional but is subject to additional terms and conditions and exclusions. You may opt in by taking the applicable step, such as creating an account or providing your email address and phone number on our website at the link available from time to time at our home page, birkenstock.com/us and opting in to receive messages from us.

The financial incentive we offer to Consumers through each program is reasonably related to the value of the Consumer’s data. We have made a good faith estimate of the value of the Consumer’s data based on relevant expenses related to the collection and retention of Personal Information as part of each program.

Participants in a financial incentive program may make a Personal Information deletion request as set forth herein. Consumers that are part of a rewards program will then be sent an email requesting that they confirm that they want to delete their respective program data. You may also terminate program participation at any time, as explained in each program’s terms or by calling us at 1-844-505-4055. Upon a termination request, some program data associated with the terminated account may be retained for recordkeeping, tax reporting, and other legally permissible purposes. You can opt out of non-program marketing emails or delete your Personal Information from our active marketing lists and retain your program account and benefits.

Colorado Bona Fide Loyalty Programs

We may offer you certain loyalty program benefits permitted under applicable law that can result in different prices, rates, quality, or selection levels. A loyalty program notice is either provided below for the particular program listed or will be provided in connection with the offer for the particular program.

Participation in a loyalty program requires your prior opt-in consent, which you may revoke at any time. The “Disclosure of Personal Information” section above identifies the categories of Personal Information that we may collect, sell, or process for targeted advertising through the loyalty program. The chart below shows the third parties who may receive your Personal Information in connection with the loyalty program, loyalty program partners, and the program benefits provided by each partner. We may add or change programs and their terms by posting notice on the program descriptions below or within the offer to participate, so please check them regularly.

Program Personal Information Third Parties and Loyalty Program Partners Incentive Offered
First-Time Sign Up Discount Identifiers, Personal Records. Service providers that help us operate the program. Individuals who engage with us in certain ways, such as creating an account or signing up for emails or text messages can earn a discount, such as 10% off their first purchase or free shipping.

Participants in a loyalty program may make a Personal Information deletion request as set forth herein. Consumers that are part of a rewards program will then be sent an email requesting that they confirm that they want to delete their respective program data. You may also terminate program participation at any time, as explained in each program’s terms or by calling us at 1-844-505-4055. Upon a termination request, some program data associated with the terminated account may be retained for recordkeeping, tax reporting, and other legally permissible purposes. You can opt out of non-program marketing emails or delete your Personal Information from our active marketing lists and retain your program account and benefits.

ADDITIONAL CALIFORNIA DISCLOSURES


The information in this Privacy Policy that describes how and why we collect, use, and disclose your Personal Information also describes how we have collected, used, and disclosed Personal Information in the preceding twelve (12) months.

Sales and Sharing. We do not knowingly sell or share the Personal Information of minors under 16 years of age without affirmative authorization.

Right to Limit Use and Disclosure of Sensitive Personal Information. We do not use or disclose Sensitive Personal Information for purposes to which the right to limit use and disclosure applies under the California Consumer Privacy Act.

California’s “Shine The Light” Law. Under California’s “Shine the Light” law, California residents are entitled once a year, free of charge, to request and obtain certain information regarding our disclosure, if any, of certain categories of Personal Information to third parties for their direct marketing purposes in the preceding calendar year. We do not share Personal Information with third parties for their direct marketing purposes. If you are a California resident, you may request information about our compliance with this law by emailing us at privacy@birkenstockusa.com or by sending a letter to Birkenstock USA, LP, Legal Department, 100 Wood Hollow Drive, Suite 100, Novato, CA 94945 (Attention: Privacy Inquiry). Any such request must include “California Privacy Rights Request” in the first line of the description and include your name, street address, city, state, and ZIP code. Please note that we are only required to respond to one request per customer each year, and that you must exercise your California Consumer Privacy Act and “Shine the Light” rights separately.





Contact Us

If you have questions regarding this Privacy Notice or about our information practices, you may contact us via email at privacy@birkenstockusa.com, or by writing to:

Birkenstock USA, LP
Legal Department
100 Wood Hollow Drive, Suite 100
Novato, CA 94945

To submit a privacy rights request, please use our Consumer Privacy Rights Request webform, available here.

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