Birkenstock, the iconic sandal maker, has filed for an initial public offering (IPO) and highlighted the risks of counterfeit brands using social media to promote their products. The company, founded in 1774, plans to go public on the New York Stock Exchange. Birkenstock has struggled to protect its intellectual property, with copycats attempting to undercut the brand with cheaper alternatives. The company warns that counterfeit products sold on e-commerce platforms could damage its reputation. Birkenstock previously quit Amazon in the US due to counterfeit and unauthorized sales. The IPO will see L Catterton, backed by LVMH, maintain a majority stake in the company.

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