Alex Ratto Email Address

Head of Retail, Americas ▶ Operations Marketing Merchandising Omnichannel Brand Experience

We create products that make the lives of our customers easier and better. Our core products is our unique, anatomically shaped footbed. BIRKENSTOCK invented the footbed and has also shaped the meaning of the term "footbed", which is so common today. The footbed is not only a unique, revolutionary product concept that paved the way for a completely new market. It's also a core idea and a reference point for everything that we do. Now and in the future. Everyone should have access to our footbed. BIRKENSTOCK stands for excellent comfort, high functionality and extraordinary quality. The high level of quality is the result of carefully selected, high-quality materials from sustainable sources that are processed under what are for our brand typically demanding conditions. Our products promote wellbeing.

2020 brought an unprecedented shift in the retail industry. Strategies that were once the bedrock of good business are suddenly obsolete. As Head of Retail, Americas at Birkenstock, I’m building the resilience we need in the face of these unique challenges. ▶ HOW I’VE DRIVEN CHANGE With a keen sense for luxury, contemporary, specialty and value markets, I’ve long held a pulse on competitive intelligence, real estate, sponsorship and promotional opportunities. I've leveraged expertise in global branding, product development, budget management, pricing and visual merchandising to overhaul organizations across apparel, accessory and footwear categories while effectively managing inventory and ensuring dynamic shopping experiences. Millions in sales, double-digit profit margins, increased customer conversion, major reductions in shrinkage, record-breaking volume growth – it's been an exciting journey. In the past 20 years, I’ve: ▶ ELEVATED PROFITS THROUGH LAUNCHES, EXPANSIONS, & REALIGNMENTS ➔ Launched Birkenstock’s brick & mortar retail in the US, exceeding the revenue forecast. ➔ Built a new retail division for Aquatalia featuring a Madison Avenue flagship store with revenue over budget in first year and doubled ecommerce revenue. ➔ Drove increase in online sales at GEOX through website rebrand and ecommerce strategy and transformed clearance sale shops into hybrid outlets, turning profit for the first time. ▶ INCREASED VISIBILITY WITH BRAND-IMMERSIVE EXPERIENCES ➔ Generated publicity, brand exposure and traffic through innovative store events including the Birkenstock retail box: a mobile retail concept with a shipping container as a pop-up shop offering limited-edition products in collaboration with iconic industry names. ➔ Led creation of unique store design for Birkenstock’s Soho and Venice locations, garnering multiple design awards. ▶ BUILT TEAMS THAT DELIVER A SUPERIOR CUSTOMER EXPERIENCE Processes and technical systems are critical to operations, but it's the people that make it happen. By setting clear goals and providing direction, proper training and the right tools, I've empowered staff to deliver beyond expectations. Fostering a culture of competence, accountability and collaboration, I've helped build a strong pipeline of cross-functional leaders committed to best practices. And I’m not afraid to roll up my sleeves- you could find me presenting to the CEO today, and in the stockroom with my team putting shoes on the shelf tomorrow.