The German shoe brand's IPO missed the mark, but analysts say the company has upside. I visited the Birkenstock store in Soho to see how the company is approaching its retail footprint. In other words, it's as safe a bet as fashion brands come. Although it isn't a designer brand, Birkenstock falls in the luxury category with prices ranging from $50 to $475. I visited Birkenstock's Soho store to see how the company is positioning its retail locations.

---

Persons: Birkenstock, —, Birkenstock's, Steve Job's, Birks, Piper Sandler, Gucci loafers, Jessica Ramirez, Jane Hali Organizations: New York Stock Exchange, Service, Associates, Bloomberg, Soho Locations: Soho